Case Study: Grape-Nuts achieves higher mobile engagement and CTR with Thinknear's location-based audience targeting

Post Foods Partners with Thinknear to Build Mobile Audiences for Grape-Nuts

Post Foods partnered with Thinknear to build mobile audiences for its Grape‑Nuts brand, aiming to increase awareness and engagement among outdoor enthusiasts. The challenge was to reach a distinct, active-adult segment across Denver, Park City and San Francisco using location-based audience data rather than broad DMA-level targeting.

Thinknear tested three approaches—generic DMA targeting, an Active Lifestyle audience layer, and the same audience plus dynamically localized creative—and used location signals from visits to parks, trails and sporting goods stores. Results showed the Active Lifestyle audience lifted CTR by 8% versus the control and localized creative added a further boost to 11.3%, while secondary actions increased roughly 30–31%, demonstrating that location-based targeting plus localized creative improves engagement for brand campaigns.

Grape-Nuts