The Value Of Goodwill

Goodwill-Easter Seals Minnesota


The Value Of Goodwill

Nearly everyone knows Goodwill. But almost no one knows it sells cool stuff and helps people get jobs. The organization turned to Solve to change that, with an integrated campaign showing how everything you donate or buy at Goodwill goes toward helping connect people to jobs.

SCOPE — Brand Strategy, Target Audience Definition, Creative Development, Content Production, Social Engagement, Media Strategy & Buying, Brand Identity

RESULTS — Reversing historical perceptions, driving store traffic

  • Created 25% lift in “positive” brand measures
  • Drove 33% increase in “proud to shop at Goodwill” attribute
  • Store shopper visits +140% following campaign
Rather than create static social posts, we created visually appealing looping videos.
We extended the campaign to out-of-home and in-store.
On-premise activations featured actual Goodwill furniture in popular, high-traffic establishments like craft breweries and coffee shops.