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 Goodwill’s brand lovers had evolved over the years—and their reasons for shopping Goodwill had also changed. Now, their main driver was “the thrill of the hunt.” The Goodwill brand was reimagined to reflect the new strategy and direction, which extended into TV and radio spots that got consumers to “expect the unexpected” at Goodwill – exceeded revenue goals and won a Gold ADDY Award.