Thrive Market

How Thrive Market used location targeting to bring healthy food to the masses.
Thrive Market’s mission is to make healthy living easy and affordable to all, and for every food membership bought, they donate one to a person in need. To help drive awareness of this program, GroundTruth launched an ad campaign to increase the number of free membership applications among low-income individuals.

Real-World Solutions

Audience Targeting of high education, low-income users to drive awareness among key audiences in food deserts. According to Thrive Market research, this population segment has a strong desire to eat healthier but lacks the means to do so.

Location Targeting around schools to reach teachers in food deserts, so they can share information with their students about heart-healthy living.

Amplified messaging around National Wear Red Day (February 6th) to support heart disease and drive awareness to their giving program.


Real Business Results

GroundTruth increased visits and awareness of free memberships among relevant consumers by driving up to 77% of the total traffic to Thrive Market’s giving app during the campaign period.

National Wear Red Day ads drove the strongest Click-Through Rate (CTR) both before and during the event on February 6th, driving a rate 3.2% higher than the campaign’s effective CTR. In fact, National Wear Red Day ads performed at a 0.60% and the campaign performed at 0.58%. This shows that consumers were more likely to visit the website when served an ad during a relevant time period.

By the numbers
0 %

of app traffic was driven by GroundTruth

0 %

Click-Through Rate (CTR)

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