The AARP sought to drive awareness for their fight against senior hunger in order to recruit volunteers to help pack nutritious meals for food-insecure seniors in Virginia and the Chicago metro area. So, the nonprofit looked to develop a location-based advertising campaign to raise awareness for the event and increase participation.
The AARP partnered with Xaxis, a programmatic media and technology company, to execute the campaign. To support its innovative targeting strategy, Xaxis leveraged Factual real-world location data and sophisticated targeting solutions. With Factual Audience, a targeting solution that allows marketers to build scalable audiences using real-world behavior data, Xaxis designed its custom audience segments, which included charitable seniors.
Using Factual Proximity, Xaxis created granular geofences so it could reach people who had visited charities, as well as veteran community centers in real-time. Factual Proximity also allows marketers to layer location-based targeting with time-of-day and day-of-week filters so marketers can determine the most effective time to serve their ads and optimize accordingly.
Factual targeting outperformed all other targeting tactics used in the campaign by more than 1000% and generated an average CTR of 0.22%. This resulted in meaningful action for the AARP: the organization reported an increase in participation in the meal-packing event, as well as improved brand awareness.