Idea Lab Digital partnered with Goodwill Industries of Southern New Jersey & Greater Philadelphia to develop and launch a three-month digital video advertising campaign designed to encourage local donations across the region. The campaign focused on clear, emotionally driven storytelling that reinforced the impact of donating while keeping the message simple, approachable, and action-oriented.
The Approach
We concepted, storyboarded, and produced two video ad variations (A/B tested) in both landscape and vertical formats, allowing the campaign to adapt seamlessly across platforms. Each execution balanced motion graphics and messaging to maximize clarity and engagement within short-form video environments.
The ads were strategically deployed across multiple digital channels—including Facebook and Instagram Reels, YouTube pre-roll, and TikTok—to reach audiences where they already consume video content. Geographic targeting ensured the campaign remained locally relevant throughout its run.
Project Scope
The Result
The campaign delivered a cohesive, flexible video system that supported Goodwill’s donation messaging across platforms, reinforcing brand presence while driving awareness and action throughout the region.
Client: Goodwill Industries of Southern New Jersey & Greater Philadelphia
Project: Multi-Channel Digital Video Advertising
Creative & Motion Graphics: Idea Lab Digital