Goodwill of North Georgia Turned Purpose into Growth
Everyone already knew Goodwill. The challenge was giving them a new reason to show up, and a campaign that reminded them just how much good they were part of.
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+16%
Total store sales growth
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+4.5%
Same-store sales increase
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+5%
Increase in transactions
At a Glance
- Client
- Goodwill of North Georgia
- Campaign
- “Go Big on Good”
- Channels
- In-Store, OOH, TV, Social, Display & Radio
- Focus
- Sales Growth & Donation Increases
Overview
It was time to ‘Go Big on Good’ as a way to remind our target audience that all purchases and donations are part of a larger picture of job creation, opportunity, and sustainability.
Goodwill of North Georgia had something most brands spend years chasing—total brand recognition. But awareness alone doesn’t fill stores or drive donations, people needed a reason to show up that went deeper than a familiar name.
Consumer insights pointed the way. The audience cared about social impact like job creation, opportunity, and sustainability. They just needed reminding that every purchase and every donation was part of something bigger.
That’s where “Go Big on Good” was born. A fully integrated campaign that celebrated what Goodwill actually does. And gave communities a reason to be part of it.
Recognition
Graphis Advertising Awards
Silver (“Go Big on Good”)
Atlanta Ad Club American Advertising Awards
Silver Addy (“Go Big on Good – Haunting”, Animation, Special Effects, and Motion Graphics category)
The Goal
Goodwill of North Georgia wasn’t starting from zero. There had the brand. They had the mission. What they needed was a campaign that converted recognition into action. More visits, bigger baskets, and more donations.
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Traffic
Drive more guests through the doors
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Basket Size
Increase the value of each shopping trip
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Donations
Grow both the number and size of donations
The Challenge
The ask wasn’t simple. Motivating a well-known brand’s audience to change behavior by shopping more, giving more, and engaging more deeply required a reason.
That reason has to feel authentic. Like a genuine reflection of what Goodwill actually does for the communities it serves.
The Solution
The insight was clear. This audience cared deeply about social impact. So we built a fully integrated campaign that put that truth front and center. “Go Big on Good” was an invitation to see every Goodwill visit and every donation as part of a largest story of job creation, opportunity and sustainability.
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Go Big on Good
A campaign platform rooted in authentic consumer insights
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Social Impact
Job creation, opportunity, and sustainability reframed as the real return
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Community First
Creative built to reflect the real impact Goodwill has on the communities it serves
The campaign traveled across in-store signage, OOH, TV, social, radio, and display. Each channel reinforcing the same powerful truth in its own way, The TV and social executions brough it to life most visibly, capturing real community impact and giving audiences something worth sharing.
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Fully Integrated
In-store signage, OOH, TV, social, radio, and display worked as one connected message
Go Big on Good
Radio Spot
The Proof
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+16%
Total store sales growth
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+4.5%
Same-store sales increase
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+5%
Increase in transactions
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+1.2%
Increase in value per transaction
“Go Big on Good” resonated and delivered. The campaign outperformed projections across impressions, clicks, CPC, and conversations. And in-store, where it mattered most, the numbers followed.
Our small marketing team heavily relies on the support of our partners, and the Brunner team truly exemplifies teamwork. Their expertise and responsive support are greatly appreciated. Furthermore, their work on our website has enabled us to effectively communicate with our diverse audiences while staying true to our mission of putting people to work.
Kendra D. Lewis
Director of Advertising
