About Semetis and the Challenge

Semetis, a digital marketing agency, faced the task of crafting a dynamic summer campaign for their client, DreamLand, a leading online toy retailer in Europe. With 3 major categories of toys to promote (outdoor, indoor and water toys), the challenge was to navigate the ever-changing weather conditions and ensure the right toys reached parents at the most relevant moments during the critical summer holiday sales season.

WeatherAds as the Perfect Solution

To bring their concept to life, Semetis turned to WeatherAds, a moment marketing platform that leverages real-world signals such as weather, health and travel updates to target audiences and optimize ad delivery. Utilizing WeatherAds' powerful targeting rules, Semetis created a multivariate weather-triggered campaign that dynamically adapted to the North European skies.

Campaign Setup & Execution

2 campaigns were created in Meta, each with 3 ad sets showcasing DreamLand's top-selling outdoor, indoor, and water toys, as well as related playtips. In WeatherAds, 3 weather scenarios were crafted (rainy weather, sunny weather, and a ‘fallback’ state.) These 3 triggers were then matched to the appropriate product ads. Based on the viewer’s live weather conditions, ads showcasing the most relevant toys would be displayed (i.e. indoor toys in rainy weather, water toys in sunny weather), ensuring parents always saw the most contextually relevant product suggestions. The campaign’s objectives were to drive website clicks and online purchases for DreamLand's summer toy selection, amongst parents in France and Belgium

A Summer of Success with WeatherAds

The WeatherAds-powered campaign yielded impressive results:

• 18% Increased Click-Through Rates: Play tip ads saw an impressive 18% CTR increase compared to benchmark.

• 50% More Cost-Effective Onsite Clicks: The cost per onsite click for play tips dropped by a staggering 50% compared to similar campaigns, highlighting the efficiency of weather-triggered ad delivery.

• 25% Lower Cost per Acquisition: Purchase ads achieved a 25% reduction in CPA compared to the average for the year, showcasing the campaign's ability to drive conversions at a lower cost.

Client Satisfaction and Beyond

DreamLand was thrilled with the campaign's success and the seamless integration of weather-based targeting via WeatherAds. This innovative approach resonated with parents, driving engagement and website traffic, all while keeping costs in check. Encouraged by these results, Semetis plans to continue utilizing WeatherAds for future DreamLand campaigns.

Key Takeaways

• Weather-triggered advertising provides a dynamic and highly relevant way to reach target audiences.

• By integrating weather data with targeted campaigns, brands can significantly improve click-through rates, cost-efficiency, and overall campaign performance.

• Semetis' success with DreamLand showcases the power of WeatherAds in the toy retail sector, paving the way for similar applications across diverse industries.

“The ads performed well with this extra touch of relevance. The clients were happy and that is why we will continue to propose this for the next summer campaign.”

- Lore Fierens, Digital Business Analyst, Semetis.