Case Study: American Red Cross achieves 600+ blood bank visits and 1,800+ lives impacted with GroundTruth location targeting

How the American Red Cross used location targeting to drive action among potential blood donors

The American Red Cross launched a campaign to raise awareness and increase blood donations—addressing the fact that only about 4% of people in the U.S. donate each year—and needed a way to drive motivated individuals into nearby donation sites. They partnered with GroundTruth, leveraging products such as Location Targeting and Data Offerings along with audience targeting, rich media, and mobile-first creative to reach potential donors close to blood banks.

GroundTruth implemented proximity targeting (five-mile radii around drives), custom audiences and dynamic creative with a “Schedule Now” frame to convert awareness into appointments. The campaign drove 600+ visits to blood banks and is estimated to have impacted 1,800+ lives (based on donors saving up to three lives each); performance was strongest in Philadelphia, Columbus and Atlanta, with peak visitation on Mondays and Thursdays and high engagement among adults 18–34. GroundTruth’s location-based approach enabled measurable attribution and appointment conversions for the American Red Cross.

American Red Cross

Monique Oliver

Digital Marketing Manager