The IAC Awards recognize excellence in online advertising, and this year we were recognized in the Best Advertising Online Campaign, Best Retail Online Campaign category.
About the Campaign:
Red Wing Shoes came to Watson Advertising looking to increase awareness of their work boots, and drive in-store foot traffic to their retail stores. Knowing that there is a powerful connection between weather and emotion in influencing shopping behavior, Red Wing wanted to unlock weather, location, and purchase data across their entire media campaign.
Watson Advertising conducted a data analysis across all of Red Wing’s 500 retail locations to match individual transactions to weather conditions, and created custom WEATHERfx triggers to reach consumers when weather conditions were likely to cause a spike in work boots sales. In addition, through a custom data analysis of Red Wing’s consumers’ real-world behaviors, we applied location-derived audience targeting to reach consumers that were likely to be in need of work boots – like people who work outdoors at places like construction sites.
Custom store locator adaptors displayed the closest store to the user, reaching Red Wing’s target audience in a brand-safe environment on The Weather Channel app, and desktop and mobile website. To extend the audience for this campaign, Red Wing applied this data targeting to media everywhere – not just on The Weather Channel properties, but across their entire campaign running on AppNexus, and with digital out of home via Vistar.
Red Wing successfully drove a 41.4% lift in visits to their stores, including 21K incremental visits. What’s more? Through data optimization, Watson Advertising was able to reallocate 19M of 74M total impressions to better performing weather conditions, saving nearly one third of Red Wing’s plan from under-achieving placements.
Congratulations to the entire Watson Advertising / Red Wing team on this great accomplishment!