Goodwill: Donate Stuff. Create Jobs. Mobile Campaign for Goodwill.

 
Campaign Summary

Goodwill created a mobile campaign as part of a rebranding effort that would connect with a younger audience and encourage donations. The campaign used location-based data to identify people who were likely to do spring cleaning and geo-fencing to identify people who lived near Goodwill locations. Once the audience was pinpointed, Goodwill targeted them with a mobile game. In the game, users could tap on clothing and household items as they fell from the ceiling and learn about Goodwill programs through facts and trivia questions.

Strategy

Objective and Context:

For over 110 years, Goodwill has worked to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work. Goodwill’s objectives for the mobile campaign were to encourage donations and raise awareness around how the revenue from the sale of donations helps fund workforce-related programs in local communities. Its main challenge, however, would be rebranding itself to engage with a younger audience.

Target Audience:

The campaign targeted four main audiences:

  1. Charitable Moms. Mothers who were 35 years old and above
  2. Female Millennials. Women between the ages 18 and 34
  3. Spring Cleaners. Consumers ages 18 and up who lived in locations identified as places where spring cleaning was most prevalent
  4. Consumers Near Goodwill Locations. All locations were geo-fenced

Creative Strategy:

Goodwill’s agency, Verve, designed a creative experience around Goodwill’s message of “Donate Stuff. Create Jobs.” A playful banner message about cleaning up one’s bedroom floor expanded to a rich-media game where users could tap on clothing and household items as they fell from the ceiling. Throughout the game, users learned about Goodwill programs through facts and trivia questions. After three rounds, they were encouraged to make a donation by immediately finding the nearest location or downloading the Goodwill Locator App to find a donation center in the future.

Execution

Overall Campaign Execution:

Mobile advertising allowed for the collection of location data, which is powerful because it is based on consumers’ physical real-world activity rather than on proxies such as media consumption or browser activity. Location provides the strongest association to what is relevant to consumers in the moment, providing context for behavior, interests, activities, and future purchase intent.

Verve developed patented methodologies, refined over a decade of engineering effort, to allow fast and accurate determination of a device’s precise location, which could be matched against a finely curated database of tens of millions of points of interest and paired with the characteristics of the user. This enabled Verve to build exclusive audiences that fit specific profiles to align perfectly with an advertiser’s intended consumer.

Mobile Execution:

This was a mobile-only campaign; therefore 100 percent of the overall budget went to mobile. The combination of gaming and trivia isn’t common in mobile advertising, and it is especially rare in non-profit campaigns. This tie-in to location and mobile was extremely important in helping Goodwill extend its reach beyond traditional media outlets, attracting more relevant and diverse audiences.

Results (including context, evaluation, and market impact)

The campaign achieved its objectives and goals. With engagement results two to three times the industry average, it exemplified how the combination of engaging the right audience and building a memorable creative experience delivered on Goodwill’s objectives.

  • Click-Through Rate: 0.75 percent
  • Game Engagement Rate: 4.5 percent
  • Average Time Spent: 29 seconds
  • Store-Visit Lift: 24.3 percent

Categories: | Industries: | Objectives: Location-Based Services or Targeting | Awards: Finalist