At the end of 2017, Goodwill of Central and Northern Arizona approached Commit Agency with a challenge: revenue was down even though store visits were up. And there was no consistent campaign in the marketplace to engage thrift shoppers. Through our partnership, Goodwill’s revenue budget was exceeded by $5.4 million over two years. How? Commit commissioned a research study of consumers familiar with Goodwill and those who were not, and once the analysis was done, it was apparent that their brand lovers had evolved over the years. Now, their main driver was “the thrill of the hunt.” With this in mind, the Goodwill brand was redefined to reflect the new strategy, extending into TV and radio spots that got consumers to “expect the unexpected.” To compliment the new brand’s look and feel, Commit also designed experiences to engage the newly defined target audience. As a result, Goodwill’s revenue more than doubled within five years and the campaign won a Gold ADDY Award.