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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

AdTheorent and The Ad Council’s “Goodwill® Bring Good Home Mobile Advertising Campaign”

Finalist in Mobile Campaign, Artificial Intelligence

Entered in Pro Bono


As the world’s leading workforce nonprofit provider, Goodwill is composed of local organizations that empower people and help them reach their full potential through career and community services. The revenue from the sale of goods at Goodwill stores fund job placement, career services, such as credentialing and certifications as well as support services such as childcare, financial education, transportation, mentoring and more, transforming the lives of more than 34 million people each year. Driving visitors to Goodwill locations benefits local communities because more than 87 cents of every dollar spent at Goodwill stores nationwide is invested right back into that area to provide job and skills training so people can achieve sustainably better futures through employment.

The primary campaign objective was to increase visitation and specifically drive incremental visits to Goodwill store locations to help Goodwill advance their work in communities nationwide.

The core target audience for the campaign was shoppers ages 25-54 within a 5-mile radius of a Goodwill location.

Strategy and Execution

AdTheorent and The Ad Council partnered on the Goodwill “Bring Good Home” campaign, which was the first-ever Cost Per Incremental Visit (CPIV) campaign for Goodwill as well as the first campaign designed to drive not only visitation lift, but incremental visitation. The CPIV pricing model guarantees that a brand pays only for incremental foot traffic, as verified by a third party. An incremental visit is a physical store visit from a consumer who would not have visited absent receipt of the digital ad, as distinguished from visits which might have happened anyway. AdTheorent and The Ad Council donated media to this campaign along with guaranteed number of incremental visits based on that media value. AdTheorent’s CPIV pricing model guaranteed only incremental foot traffic to Goodwill was attributed to the campaign guarantee.

The mobile display campaign was amplified by several custom machine learning solutions.  Specifically, AdTheorent‘s machine learning platform combined billions of data points to create custom location models to identify and engage consumers with the highest probability of visitation to drive incremental visits.  AdTheorent used real-time geo signals to target consumers who are regularly within a given distance of a Goodwill store location.  AdTheorent’s data scientists used real-time visitation data to optimize those models toward consumers within the targeting parameters that were most likely to convert and increase incremental visitation throughout the campaign.

For the campaign we ran display creative featuring a Bring Good Home® “Shop Now” message with a “Learn How” call to action that directs audiences to the campaign website,  where they could learn about the campaign, watch a campaign video and find a Goodwill location nearest to them.


AdTheorent’s machine learning and predictive audience models delivered a 470% lift in incremental visitation at 79% less than the contracted cost per incremental visit.  Based on the contracted rate, AdTheorent delivered 369% in added campaign value.

Through the CPIV model, AdTheorent was able to demonstrate that exposure to the ad directly lead to incremental visitation. AdTheorent delivered 3.7X the amount of expected visitors to Goodwill locations.  

Ryan Kuhn, Goodwill’s Interim CMO writes, “Goodwill Industries International is very focused on finding the most efficient and effective means to reach targeted consumers with our message, and we have been focused on the advances in geotargeted and tracked advertising technologies. When Ad Council approached us with this opportunity, and we understood AdTheorent’s capabilities, we knew it was something we wanted to explore.”

“The learnings will inform how we continue to advance our outreach beyond this single campaign,” explains Kuhn. “This campaign is refining the expectations we set for all of our geotargeted efforts. We saw intel that was counterintuitive from what we know. That is that the data showed an increase in visitors on Monday and Tuesdays versus weekends when more opportunistic shoppers visit Goodwill stores. We learned the true cost and impact differences between a standard geotargeted 'store visit' and those that represent a standard lift as well as a behavioral lift. These insights are extremely helpful in attribution of our marketing efforts, which we have not had previously, and we plan to explore in much more depth.”


Video for AdTheorent and The Ad Council’s “Goodwill® Bring Good Home Mobile Advertising Campaign”

Entrant Company / Organization Name

AdTheorent and Ad Council, Goodwill


Entry Credits