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.
Our location 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.
Case Study / Thrive Market
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.
of app traffic was driven by GroundTruth
“By leveraging GroundTruth’s technology, we were able to see increased visits and free membership applications through our giving app. Click the right arrow to see a few of the many testimonials we received from approved Thrive Gives members driven by our GroundTruth campaign.”
“I'm on government supplemental income, I can work but I'm currently unemployed [and] I'm a former type 2 diabetic sufferer. I've been trying to eat healthier for the past 3 years, and in doing so I've been diabetes free, though it's not easy to buy healthy foods all the time when you live off of $700 monthly, [while] 3/4 of that goes to bills and rent. I saw an ad for this site online, and thought it was a cool idea, it could really help people like me, so I'm giving it a try.”