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Summary

A leading media agency was tasked with promoting a high-performance air purifier from a prominent home appliance brand, amidst record-low air quality levels across Canada. The campaign utilized WeatherAds to synchronize delivery and personalize ads according to live, hyper-local air quality, pollen, and allergen levels for key North American markets across Meta and TikTok. The campaign resulted in a 289% sales uplift in air purifiers and surpassed many other KPI benchmarks.

Background

As temperatures rise across Canada over spring and summer, the conditions of pollen, dust, and air quality vary from region to region. In 2024, early pollen releases combined with Canada's severe wildfire season dramatically worsened its air quality, surpassing that of the United States for the first time. Despite Canada typically boasting the cleanest air in North America, this year, the top 13 most polluted cities were in Canada.

Challenge

With Canada experiencing a drastic decline in air quality, the home appliance brand sought an urgent activation strategy to educate consumers and drive sales of their air purifier products. The challenge for their media partner was to execute a promotional campaign that would drive action and win mindshare amongst audiences in key regions facing these air quality concerns.

Execution

The media agency implemented a paid social engagement strategy using WeatherAds as their moment marketing decisioning engine, targeting key markets carefully selected based on both audience size and susceptibility to these conditions. The campaign utilized 3 separate trigger rules (high pollen, high dust, and poor air quality) to trigger personalized ads across major social media platforms. Ad creative and copy were tailored to align with each condition, ensuring increased relevance and resonance with the audience.

Campaign Results

The weather targeted campaign was a runaway success, surpassing multiple benchmarks:

• Air Purifier category sales skyrocketed by 289% during the campaign period compared to the previous 8 weeks.

• Meta campaign achieved a 60% higher CTR than average benchmark for in-feed videos (1.30% vs 0.80%).

• TikTok campaign 2x the platform's benchmark with a 0.82% CTR for traffic campaigns.

• 2 ads (one on Meta, one on TikTok) achieved top 10 highest-performing ads for the brand's ad account and top 5 branded ad creatives of all time by CTR respectively.

• The campaign's success led to its extension in a bid to continue the spreading awareness around the importance of good air quality.
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