To capitalize on consumers’ desire to decorate their homes during the holiday season, a leading home improvement retailer – the largest seller of live Christmas trees – came to IBM Watson Advertising with the goal of driving awareness of its home décor solutions such as blinds, furniture, and home accents that maximize holiday decorating, and top home improvement items such as tool sets and grills, sure to be on holiday wish lists.
Capitalizing on the insight that seasonal firsts drive energy, optimism, and a strong consumer response, IBM Watson Advertising and the retailer leveraged the WEATHERfx seasonal first trigger along with other media to engage holiday shoppers during key shopping times including Black Friday and the Friday before Christmas.
- 1.25% CTR for WEATHERfx Winter Seasonal Triggered Desktop Branded Backgrounds (1146% above client benchmark)
- 1.14% CTR for Countdown to Black Friday Desktop Branded Backgrounds (1014% above client benchmark)
- 1.19% CTR for Black Friday Takeover; Desktop Branded Backgrounds (1091% above client benchmark)
- 2.04% CTR on Thursdays, as users were in planning mindset for the weekend (1940% above client benchmark)