Overview
The open road. It’s what motorcyclists live for. But before they go for a ride—or go shopping for one—they check the weather. So when a leading American motorcycle manufacturer was challenged with expanding its customer base beyond its aging, hard core consumer, it teamed up with IBM Watson Advertising.
The effort began by analyzing the brand’s sales data to determine which weather conditions were ideal for purchasing a motorcycle.
Next, we created custom Weather Targeting that were made up of unique condition mixes by geography and season. These triggers displayed beautiful, relevant home screen branded backgrounds on The Weather Channel mobile app, which drove customers to the company’s website.
Results
The campaign's efficiency and engagement went full throttle:
- 13.4M impressions relocated
- 49% waste reduction (based on implementation of custom Weather Targeting trigger)
- 1.22% CTR for Weather Targeting enterprise pre-roll
- .61% CTR for branded backgrounds on The Weather Channel mobile app
Focus Area