Overview

A leading soup brand came to IBM Watson Advertising with the goal of driving consumers into Walmart stores to purchase their soup during the key soup season.

To find and reach consumers who are Walmart and grocery shoppers, IBM Watson Advertising created custom store locator ad units which ran on weather.com and The Weather Channel app. Those units were then targeted leveraging IBM Watson Advertising's WEATHERfx data solution to serve messaging when soup consumption was prevalent based on weather conditions, and IBM Watson Advertising’s JOURNEYfx location data solution to reach consumers who are Walmart shoppers, geo-targeted around a 5-mile radius of Walmart stores and ready-to-eat soup purchasers

Mobile banners leveraged temperature and store locator technology, custom Walmart location segments, and WEATHERfx triggers for “Soup Product” and “Forecast Cold to Very Cold.”

In addition, we partnered with Placed on an added value study that tracked and measured in-store visits.

Results

By applying WEATHERfx triggers and custom location segments, this leading soup brand was able to find and reach relevant consumers, resulting in:

  • 7M+ total impressions
  • 500K+ incremental in-store visits to Walmart stores
  • 480% more efficient cost per visit than the brand's benchmark
  • 45% of exposed users visited Walmart within 2 days

Focus Area

  • AI/Watson