To drive awareness of Thrive Market’s mission of making healthy living easy and affordable to all by engaging people living in food deserts (areas that lack access to healthy food options) with free memberships to their online store.
Audience Targeting of high education, low income users to drive awareness among key audiences in food deserts.
Proximity Targeting near food desert schools, in order to give teachers more information to empower their students about healthy living.
Leveraging of National Wear Red Day (6 February) to support heart disease and drive awareness to their giving programme.
GroundTruth increased visits and awareness of their 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 6 February, driving a rate 3.2% higher than the campaign’s effective CTR (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 site to learn more about heart-healthy food options during this relevant timing.
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 have received from approved Thrive Gives members driven by our GroundTruth campaign.
Claire Schmidt, Senior Director of Giving at Thrive Market
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.
New Thrive Gives member
While having a job and some medical assistance, we barely [can] pay our bills. While having healthy food is our goal, it isn't an achievable goal when it's out of our reach because we can't afford it. After seeing what's available in Thrive Market, and the prices, I know I can feed my family wholesome, nutrient-rich foods. I haven't joined because all of our pennies are already pinched. A gift of membership would be such a blessing to our family. I believe in healing through food. Thank you for thinking of us!