Case Study: Dunkin' Donuts achieves 8x mobile CTR and 28% direction clicks with GroundTruth

How Dunkin' Donuts used location ads to feed donut lovers

Dunkin' Donuts wanted to drive more visits to its stores nationwide by reaching consumers on their mobile phones at the right time and place. Working with agency Hill Holliday, Dunkin' Donuts turned to GroundTruth and its location-based solutions—specifically Location Targeting and Dynamic Ad Creative—to deliver locally relevant ads that connect users to nearby stores.

GroundTruth implemented mobile location targeting and dynamic ads that linked users to local Dunkin' Donuts pages with maps, directions, and store details; in two months this drove measurable lifts: in-app and on-site CTRs rose to 8x the industry average, secondary actions (calls or directions) jumped to 35%, and 28% of users clicked through to directions. GroundTruth’s approach translated location signals into clear, trackable foot-traffic and engagement gains.

Dunkin' Donuts