Overview

A leading work boots brand came to IBM Watson Advertising with the goal of driving an increase in store visits. They were interested in leveraging the connection between weather and shopping behavior to drive awareness of their work line of boots both on The Weather Channel digital properties and across their entire media campaign.

In order to enable the brand to reach customers when weather conditions were likely to cause product sales, WEATHERfx triggers were created via a custom data analysis across the brand’s line of shoes. In addition, location targeting was created based on consumers’ real-world behaviors, to reach them when and where it counted.

WEATHERfx and location data targeting was applied to media everywhere across the campaign, including out of home. In addition, adaptors (dynamic, contextually relevant ad experiences) were created to reach relevant users in a leading brand safe environment.

Results

The combination of IBM Watson Advertising's media and data solutions helped this work boots brand stay one boot… er, step – ahead of the competition. The brand saw:

  • A 41.4% Lift in Store Visits 360% Above Benchmark
  • 21K Incremental Visits to Stores
  • 57% Waste Reduction
  • 74M Total Impressions, with 19M Impressions Reallocated to Better Performing Weather Conditions

Focus Area

  • AI/Watson