Not-for-profit organization Share Our Strength used location-based targeting to encourage patronage of restaurants participating in a campaign to raise funds to fight childhood hunger.
Objective and Context:
As part of its "Dine for No Kid Hungry" initiative, not-for-profit organization Share Our Strength sought to generate awareness, drive action, and prompt donations by partnering with restaurants. When people donated to Dine for No Kid Hungry, they would receive benefits at a participating restaurant.
The main KPI for the campaign was to drive measurable visits to each restaurant. Additional metrics included click-through-rate.
Target Audience:
Targeted U.S. mobile smartphone users were served an ad that displayed the promotion to encourage them to dine at their nearby restaurant. Neighborhood targeting was implemented to reach users in areas with a high affinity for visiting each restaurant. Audience targeting showed individuals who visited a participating restaurant in the last 90 days, encouraging loyalists to redeem the promotion.
Creative Strategy:
Dine for No Kid Hungry is a year-round fundraising campaign run by Share Our Strength that aims to end child hunger in America, an issue that affects one in seven children. Through a customized promotion, each participating restaurant can design its own initiative that creates awareness, drives action, and generates donations towards ending childhood hunger.
For the month of September 2019, Share Our Strength teamed up with location platform company GroundTruth, which used its Location for Good initiative to encourage potential customers into participating chains.
Location for Good initiatives highlight the accuracy and large-scale application of location technology in engaging audiences for a social cause. The goal is to use insights and technologies that empower marketers to create a meaningful action for people, for brands, and for change. The campaign shows how location data can be used to drive visits and donations. It has resulted in more than 26,857 visits to the two participating restaurants: On the Border and TGI Friday's.
Overall Campaign Execution:
Dine for No Kid Hungry ran a 100 percent mobile campaign. The approach combined privacy compliant geo-precise location signals from mobile phones with a location verification algorithm to determine if a person entered a location instead of walking by. Dine for No Kid Hungry used this data to identify its ideal restaurants for the campaign.
Mobile Execution:
After Dine for No Kid Hungry identified its ideal restaurants for the campaign, it connected with brand loyalists by employing three different types of consumer targeting.
In the first place, location targeting was used to serve mobile users an ad that displayed the promotion to encourage them to dine at their nearby restaurant and gain incremental visits.
Secondly, No Kid Hungry used audience targeting to home in on individuals who visited a participating brand in the last 90 days and delivered them one of the following messages:
Finally, neighborhood targeting was used to reach users in areas with a high affinity for visiting each restaurant.
The campaign generated 26,857 visits, helping contribute to $511,407 raised by the participating restaurants. Additionally, the campaign's location-based audience strategy achieved:
