For 115 years, Goodwill Industries has been serving local communities across the nation with the motto, “Not charity, but a chance.” Specifically, Goodwill of Western Missouri & Eastern Kansas has served communities from Kansas City to Wichita by providing job opportunities, skills training programs, strategic outreach partnerships, and so much more.
One of the main revenue drivers for Goodwill is their retail stores and donation centers. Finding new and innovative ways to drive shoppers to Goodwill stores, rather than larger, more well-known retailers, has been a big push for them in the past several years. Identifying and targeting the ultimate bargain hunters to drive them into a store was their number-one goal.
Our approach focused on identifying these target consumers based on their online shopping behaviors, demographics, and interests on their social media profiles. Once identified, these consumers were served ads related to an outfit of the week (both static and video ads) that featured pieces curated from Goodwill stores. These ads were served across various channels, including Google Display, OTT channels, Pinterest, SnapChat, Facebook, and YouTube.
In 2019...
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