Case Study: Goodwill of Central and Northern Arizona boosts donation intent with TV spot testing from Zion & Zion

Goodwill of Central and Northern Arizona drives 8% lift in donation intent with Zion & Zion

The customer, Goodwill of Central and Northern Arizona, faced the challenge of needing to confirm and compare the impact of two different TV commercials on people's intention to donate items. They worked with the vendor Zion & Zion, their Agency of Record, which provided services in campaign development, video production, and media.

Zion & Zion implemented a controlled media test using three groups: a control group and two groups exposed to the different TV spots. The solution proved that both commercials significantly increased donation intention, with one spot driving an 8% lift over the control. Zion & Zion's data-driven approach successfully identified which creative treatment decisively outperformed the other.

Goodwill of Central and Northern Arizona