Case Study: Thrive Market achieves up to 77% increase in giving-app traffic and greater free-membership awareness with GroundTruth

How Thrive Market used location targeting to bring healthy food to the masses

Thrive Market, a membership-based grocer on a mission to make healthy living more accessible (donating a free membership for every paid one), needed to raise awareness of its giving program among low-income people living in food deserts. GroundTruth was engaged to reach high-need audiences and nearby teachers, using its Location Targeting and Audience Targeting products to find users most likely to benefit.

GroundTruth deployed geo-targeted audience campaigns — including location targeting around schools, amplified messaging for National Wear Red Day, and tailored creative — to drive traffic to Thrive Market’s giving app. The campaign increased visits and awareness of free memberships among relevant consumers, driving up to 77% of campaign-period traffic to the giving app and generating real member engagement from eligible recipients.

Thrive Market

Claire Schmidt

Senior Director of Giving