Case Study: Movember achieves 50% higher CTR and increased sign‑ups with GroundTruth location targeting

How Movember targeted office and transportation hubs to drive men’s health donations

Movember, the global men’s health nonprofit, needed to boost awareness and increase participant sign-ups and donations. To reach both male and female audiences at key moments, Movember partnered with GroundTruth and used GroundTruth’s Location Targeting to focus on commuter hubs, office buildings, and city centers during weekdays.

GroundTruth deployed data-driven location targeting around rail, tube and bus stations and office areas, buying media programmatically and adapting in real time. The commuter-hub strategy drove the strongest engagement, with a click-through rate 50% above industry benchmark and engagement peaking on Mondays; GroundTruth’s 100% verified location data helped ensure precise delivery and measurable increases in sign-ups and donations.

Movember

Paul Mitcheson

Head of Communications