Background

People in India tend to enjoy monsoons with hot and tasty snacks at home. However, during this season, the weather keeps changing unexpectedly. It can be sunny one minute and pouring the next. Keeping the monsoon spirit high, McCain Foods, a global leader in the frozen food industry, decided to tap into this consumption moment and drive relevance for its range of products.
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Objective

The brand particularly focused on reaching out to female consumers using dynamic data-driven and personalized messaging which was activated only during rainfall. To bring to life a one-of-its-kind innovation, Amnet India, the programmatic buying unit from the house of dentsu India, in partnership with WeatherAds, launched McCain’s latest Monsoon campaign. 
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Strategy & Execution

Amnet India set up a two-way weather integration using WeatherAds for their DSP (Demand Side Platform) and a weather API (Application Programming interface) at the Adserver level. This enabled them to set up real-time custom weather triggers & personalize the creative based on both location & live weather data, utilising rain triggers whilst also incorporating real-time temperature into the ads.

Amnet’s integration with WeatherAds ensured that the campaign was active only when the weather condition was raining. The aim was to augment the impact through creative communication. Amnet partnered with Sizmek, a global multichannel ad server, to personalise creative communication based on Geo and incorporate real-time temperature in brand communication.

Results

The campaign was a runaway success. It delivered higher engagement by generating a 200% increase in click-through rates with a 73% lower Cost Per Click (CPC). Additionally, the campaign was able to generate a 27% incremental reach for the brand.

Commenting on the campaign, Mohit Kumar, Head of Media, McCain Foods Ltd. said, “Using the dynamically driven messaging solution we were able to drive relevance and engage with audiences in real-time, thus, driving consumption for McCain amongst consumers.” 

"We've always believed in combining data and technology to create innovative solutions that add value to our partners' businesses in the most effective way possible. We're happy to have collaborated with McCain to launch this industry-first campaign, [which] enabled us to generate high engagement among its potential customers.” – Divya Karani, CEO MediaSouth Asia, dentsu.

Girish Menon, Manager Programmatic, Amnet India said, “At Amnet, we strive to deliver solutions that are at par with evolving adtech industry to meet our client’s marketing objectives. Here, we constructed a unique/ industry-first solution for McCain to drive higher engagement with moment marketing that was made possible through our two-way API connection, reducing the media spillage and leading to high-cost efficiencies.”