Background

Grundlage is a full-service agency offering advertising, marketing communications, creative design, and brand building services. One of their clients is LV, a Finnish personal care brand owned by the multinational consumer goods company Berner. LV sell a range of sun-care products such as SPF lotions, sprays and facial suncreams.
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Insight

Upon examining the data, Grundlage concluded that most consumers lacked awareness of how to protect themselves from the harmful effects of the sun. Many were unaware that the protection threshold is as low as UV index 3. Looking at search behaviour, Grundlage discovered that search volume for suncare products increased only after periods of high UV radiation. This indicated that people became aware of the importance of UV protection only after they suffered sunburn.
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Objective

Grundlage set out to change this and help people protect themselves from the harmful effect of the sun. “Our objective was to help Finns protect their skin from the sun's harmful radiation in time and prevent skin diseases such as skin cancer, in the long run."

Strategy & Execution

Grundlage created ‘The Sundial’ – a clear informative ad that told consumers the UV index, how long they could stay in the sun for, and showed a product recommendation. The agency then used WeatherAds to bring the concept to life.

Parallel campaigns were deployed across Meta (Facebook & Instagram) and Google Ads (Search & GDN). WeatherAds was used to serve the relevant UV index ads to the right audience at the right moments, based on contextually relevant, hyper-local UV index data, utilizing both current and forecast triggers.

In addition, WeatherAds was also used to concentrate media spend around peak UVI moments and to cut wasted impressions (for example, during overcast and rainy days, before sunrise and after sunset).

“We chose WeatherAds because the service had the UV Index forecast and current data available as triggers along with logic to deploy. Our concept and execution was unique and digging through past documented campaigns we only found one similar case. When we were certain we had a solid concept and that WeatherAds could deliver it we were happy and ready to commit.” said Digital Director James Mashiri.

Results

the campaign ran for three consecutive years during the summer, with outstanding results year-on-year.

• Campaign ran for 3 consecutive summers (2020 – 2022)

• 30% increase in sales during campaign period in Y1.

• 77% increase in sales during campaign period in Y2.

• ROAS was over 150%.

• CPM was 67–75% lower than a traditional campaign benchmark.

• View-rate increased by 10 percentage points per year and topped at 29.99% in the third year.

• Campaign won “Best Marketing Innovation” award among 40 different brands.
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“Our client loved the concept and the results and the campaign was awarded the best marketing innovation among 40 different brands.”

- James Mashiri, Digital Director at Grundlage