Convincing Gen Z To Do Good For Georgia

Challenge

People know the Goodwill brand but aren’t as familiar with their mission of putting people to work. Even Goodwill’s current customers either don’t know or consider it a nice bonus, but not a traffic driver. To the younger/more diverse target audiences we’re trying to attract, the social impact of the companies they frequent is a greater concern.

Insights

Gen Z has higher expectations when it comes to brand values and experience regarding boutique thrifting retailers. Therefore, our campaigns make Goodwill’s mission clear: to put people to work.

Strategy

We show how the little things you find in-store or through your donations create something memorable for North Georgia when they “Go Big on Good.” Our integrated campaign included Facebook and display, online video and connected TV, and streaming audio and TikTok.

Results

• The campaign was effective in increasing sales, guest traffic, basket size, and donations.