Goodwill OC was losing donations across South Orange County.
A targeted streaming campaign changed that.
Goodwill of Orange County operates 25 retail stores and donation centers that fund workforce development programs across the region. When donations started declining in South Orange County, the marketing team needed a channel they could measure and a partner they could trust.
The Problem:
Donations across South Orange County were in serious decline, and that meant pressure on both retail operations and the career programs they fund. Previous streaming campaigns had delivered impressions but very little clarity on what those impressions actually did. The team was reporting up to leadership without confidence in the numbers, and leadership was questioning whether streaming advertising was worth the investment at all.
The Approach:
The campaign targeted households near Lake Forest, Irvine, and San Juan Capistrano with the highest propensity to donate, using PersonaLive and Placer.ai data to narrow the audience.
Creative leaned into humor and urgency with messaging like ‘time to clean out your closet.’
Every impression ran on living room TVs through direct publisher relationships with full transparency into spend and performance from day one.
Results:
48%
donations at San Juan Capistrano
147%
donations at Irvine
244%
donations at the Lake Forest YoY
The campaign scaled quickly after the initial test and continues to show sustained month-over-month growth. Streaming is now a proven and recurring part of Goodwill OC’s marketing mix.
