Global tire brand increases site visits by 130% with WeatherAds for Social
Global tire brand increases site visits by 130% with WeatherAds for Social
Background
One of the world’s largest tire manufacturers wanted to promote a flagship tire that is uniquely engineered to keep drivers in control, no matter the weather. One of its key selling points was its unfaltering performance in extreme wet and snowy conditions.
Challenge
The challenge for the team was to design and execute a social campaign that communicated the importance of having tires that drivers can rely on, and prove that by purchasing this all-weather tire it is possible to have confidence on the road year round.
Objective
The primary objective of the campaign was to drive conversions via designated Facebook ads as well as promoted posts, focusing on the key RBTs (reasons to believe) of the tires.
Strategy & Execution
The campaign targeted two different audiences. The first was a list of users similar to those who had visited the tire product page. The second group was a weather segment of users who lived in an area that was affected by rain or storms in the past day, or where it was forecast to rain within the next 12 hours.
Results
The results of this campaign were extremely impressive. The campaign delivered over 30M impressions, and drove over 34K visits to the website. Relative to the Look-a-like audience campaign, the WeatherAds campaign achieved:
- 19% lower CPM
- 130% more site visits
- 35% more engagements
- 58% reduction in costs per visit
- 33% drop in CPE.
- Most notably the campaign produced a 3.5 point increase in people who are likely to consider the tire, 1 point above the vertical’s norm.
Insights
For the month of July, New York had rainfall 47% higher than the historic average. This state specifically proved to be one of the top performers when looking at actions on site for weather triggered targeting, leading store locators. For the remarketing Look-a-Like audience, New York was not even placed for top 10 for store locators. This proves the importance of getting ads in front of people when they are most relevant to them, via tools like WeatherAds.
