Goodiebox

The Non-apology

PROBLEM

83% of women struggle with feelings of guilt and the feeling of having to apologize for things they shouldn’t.

IDEA

Living the life you want should inspire celebration not shame. So self-care brand Goodiebox asked their own consumers what they would no longer apologize for, and turned it into one united Non-Apology.
The project was created in collaboration with more than 5000 Goodiebox consumers who all shared their stories with us.

RESULTS

• Engagement rate 430% higher than benchmark

• 134,000 engagements and Non-apologies made

• 54% increase in organic searches

• 40% increase in time spend on website