Evelyn Aguilera
Sr. Director, Brand Strategy
Our location solutions.
Proximity Targeting to top DMAs and cities within a five-mile radius of each blood bank allowed the American Red Cross to reach charitable individuals just a short drive away.
Audience Targeting was implemented to reach personas based on their demographics and location behavior. GroundTruth created custom audiences, which included top-performing segments based on Red Cross donor profiles. GroundTruth also used its own first-party audiences, such as Sports Enthusiasts and Fast Fashion Shoppers for the campaign.
Rich Media ads were developed by GroundTruth’s creative team to provide an engaging mobile experience for users. Users who clicked on the ad and expanded it could learn more about the Missing Types campaign, locate their nearest Red Cross blood bank, and schedule an appointment.
Products Used:
Real results.
Building awareness of the need for new blood donors was a critical aspect of this campaign. However, the ability to directly attribute the ads to donations, is also a must-have for any not-for-profit. This was our first location based campaign and GroundTruth was an outstanding partner in leading us through the program.
