Goodwill and GroundTruth determined that Hispanic users were most likely to donate at Goodwill centres nationwide and hence were more likely to engage with the campaign. Therefore GroundTruth’s Audience technology was applied to better identify and target the mobile activities and locations of these user groups as they conduct their daily lives.
In order to increase local foot traffic, GroundTruth Dynamic Fencing technology focused additional attention on the areas near Goodwill stores and donations centres nationwide.
Thanks to a collaborative effort focused on data and audience insights, this campaign over-performed among the target Hispanic audience. In fact, we found that Hispanics were 60% more likely to visit Goodwill donation centres.
The two-pronged solution of Audience and Dynamic Fencing targeting resulted in the direct contribution of more than 13,000 additional visits to Goodwill donation centres nationwide – that’s a 43% rise in store visitation!More Case Studies
Jim Gibbons, President and CEO of Goodwill Industries International