Case Study: Goodwill Industries achieves a 24.3% store-visit lift and boosted donations with Verve Group

Goodwill Industries - Customer Case Study

Goodwill teamed with Verve (in partnership with the Ad Council) to boost donations and raise awareness that proceeds fund local workforce and support programs. The challenge was to deliver Goodwill’s “Donate Stuff. Create Jobs.” message to intent-driven audiences near donation locations; Verve used social-listening–based custom audiences, geo-fenced Goodwill locations, and a rich-media interactive ad experience to reach them.

Verve built four custom audiences (charitable moms, female millennials, spring cleaners, and geo-fenced visitors) and launched a tap-to-donate game that drove actions to Find Location, Download App, or Play Again. The campaign delivered a 0.75% CTR (vs. 0.35% benchmark), 4.5% post-click game engagement with users 192% more likely to play after instructions, 29 seconds average time in ad, 3.2% post-click map engagement, and a 24.3% store-visit lift—showing Verve’s targeting and creative drove measurable awareness and visits.

Goodwill Industries

Kim Zimmer

CMO