Is strategic use of weather data on your marketing radar? These brands are doing it right:
CeraVe
- More than half of millennials, Gen Z, and multicultural audiences change their skincare routine with the weather (The Weather Company Personal Care & Beauty Survey, August 2022). CeraVe aimed to increase awareness and boost sales among these groups by addressing their real, timely needs.
- Recognizing the impact of seasonal weather changes on skincare routines, CeraVe launched a campaign during specific weather conditions like clear skies and high UV. The campaign aligned messaging on The Weather Channel app with evolving weather conditions, enhancing engagement and brand recall.
- As a result, CeraVe saw improved sales, with a ROAS 2.3X the industry benchmark and most incremental sales driven by new buyers.
TruFuel
- 83% of people say summer weather impacts their lawn and garden work (The Weather Company Summer 2022 Behavior Survey, February 2022). Homeowners need the right equipment and fuel for yard work, and TruFuel wanted their premixed fuel to be top of mind.
- TruFuel timed its messaging to align with local forecasts for warm, sunny weather, optimal for outdoor projects, and also targeted severe weather areas to emphasize the importance of keeping equipment ready.
- TruFuel’s strategy led to a 5% lift in aided awareness, 8% in familiarity, 7% in favorability, and 7% in purchase intent.
Flu Season
- 61% of people use weather information to assess their flu risk (The Weather Company Consumer Behavior Survey, November 2023). A major healthcare company aimed to raise awareness and motivate adults, especially older ones, to book flu vaccinations.
- Using a custom AI model combining insurance claims and weather data, the brand targeted high-risk populations with timely messaging 14 days before a predicted flu risk surge.
- The campaign resulted in a 17% increase in brand lift, a 14% rise in familiarity and favorability, and a 3X increase in online searches for flu vaccines.
Check out The Weather Company’s full report at AdWeek.
