Background

Papa Johns, a leading pizza restaurant chain, partnered with full-service agency Bicycle London to create a weather-adaptive advertising campaign that would capitalize on the unpredictable British summer weather. The conversion-focused paid social campaign aimed to promote Papa Johns' ‘BBQ Pizza’ and ‘Summer Sharer’ offerings across key UK markets, during periods of heightened weather-driven relevance and demand.

Challenge

British summers are notoriously fickle, with weather conditions changing rapidly. Bicycle London wanted to leverage these weather fluctuations to their advantage, tailoring Papa Johns’ advertising to match in-the-moment conditions and resultant consumer moods. The challenge was to create a dynamic campaign that could synchronously and automatically adapt to weather changes across multiple UK cities in real time.

Strategy

Bicycle London used WeatherAds to create and deploy a sophisticated weather-triggered campaign run through Meta's advertising platform. The setup included:

• Conversion-focused campaigns on Facebook and Instagram

• Multiple ad sets targeting major UK cities with strong Papa Johns store coverage

• Two main weather triggers tied to matching creative, for each of the offerings (’Summer Sharer’ and ‘BBQ Pizza’)
  • Rain and colder temperatures >> ‘Bad weather’ creative
  • Hot weather and no rain >> ‘Good weather’ creative

Execution

WeatherAds was seamlessly connected with Meta advertising platform via Bicycle London’s agency-level account, allowing for dynamic ad delivery based on real-time weather data. The system automatically adjusted ad delivery and messaging as weather conditions changed across different locations in the UK during the summer months of 2024.

Abi Bateman, Paid Social Manager at Bicycle London, noted: "WeatherAds was [even] easier to set up than we first thought and integrated seamlessly into the Meta platform. The team were really helpful in getting us set up and offering support throughout the campaign."

Campaign Results

The WeatherAds-powered campaign delivered exceptional results, surpassing all benchmarks:

• 58% lower Cost per Order than initial benchmark
• ROAS: 9.49 (as reported by Meta)
• Weather-triggered ads outperformed generic ads by 12.5% (cost per sale)

‍Key Takeaways

• Weather-reactive advertising can significantly improve campaign performance for QSRs and food delivery services.

• Real-time adaptation to weather conditions allows for more relevant and impactful creative options.

• Integration of weather data with social media advertising platforms can lead to substantial improvements in cost efficiency and ROAS.
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‍"Overall the campaign performed really well and exceeded all benchmarks, achieving a -58% lower than benchmark cost per order.”

‍- Abi Bateman, Paid Social Manager, Bicycle London.
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