Overview
Attention shoppers: no matter the weather, this retailer’s classic styles, outdoor gear, and expert advice keep people moving through changing environments.
With products for every season, a leading global clothing and outdoor gear brand was looking to build retention among current customers, and reach previous customers who may not have shopped with them recently. They turned to IBM Watson Advertising to launch a Spring/Summer display and video advertising campaign focused on outdoor apparel, to remind current and potential customers that their products are a perfect fit for any weather condition.
Using Weather Targeting triggers including “sudden change in temperature” and “outdoor activity,” which connected specific outdoor apparel products to relevant weather conditions, the brand targeted consumers as soon as the first “spring feel” hit, getting them ready to be outside and enjoy outdoor activities.
Results
This global retailer stayed seasonally relevant and drove engagement through their media campaign on The Weather Channel digital properties, with results including:
- Display campaigns: .22% CTR
- Desktop branded backgrounds: 2.41% (187% above benchmark)
- Mobile pre-roll: 1.2M impressions (78% above benchmark)
- Video campaigns: .50% CTR
- Mobile branded backgrounds: .51% CTR (11% above benchmark)
Focus Area