It's Thursday morning and I am at BlogHer Business watching a live conversation between Toby Bloomberg and Em Hall, the fashionista behind D.C. Goodwill's Fashion Blog, about how they are working with online communities to broaden their customer base and create more credibility for the Goodwill brand.
It's a great idea: creating "looks" for the merchandise, showcasing it on the blog, then engaging with the fashion bloggers and, finally, selling the merch on eBay. It's creative, lighthearted, and a completely integrated social media campaign. And they can completely measure its success--they even have stats on how many people read the blog and click over to eBay to purchase the merchandise. It lends bling to the Goodwill brand, and supports the stores' revenue goals.
Great stuff. And I am craving Em's shoes, though I doubt I could actually walk in them. On the other hand, if it's for a good cause...
I'll be live-blogging more tidbits from BlogHer Business throughout the next two days. Stay tuned.