Background

Kärcher is a German manufacturer and retailer of indoor and outdoor cleaning and maintenance equipment, including pressure washers, vacuum cleaners and lawnmowers. Operating in 160 countries and employing more than 10,000 people worldwide, Kärcher is the world market leader in cleaning technology. Kärcher’s media partner is GroupM who is the world's leading media investment company, responsible for more than $63 billion in annual media investment through its subsidiary agencies.

Challenge

Kärcher sell a selection of products under their home & garden range. The demand for some of these products is strongly correlated with seasonality and weather trends. One such product is their electric car de-icer. GroupM understood that freezing temperatures leading to ice forming was the sine qua non for generating consumer demand for the de-icer. With such a demonstrably weather-driven product, GroupM knew they needed to be strategic in their campaign execution and delivery. For this campaign, GroupM decided to utilize tactical, hyper-localized weather targeted activations to enhance ad relevancy, trim advertising waste and maximize return on their media investment.

Objective

The primary campaign objective was to generate sales of weather sensitive products such as the electric de-icer, with secondary objectives being to increase traffic and landing page views. The campaigns ran across Google Display Network and Meta (Facebook and Instagram), and the target market was Austria.
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Strategy & execution

A cluster of audience segments (such as automotive, retargeting, lookalike) was created, and combined with an additional weather targeting layer applied via the WeatherAds platform. The bidding strategy and campaign goal focused on increasing traffic and sales. Additionally, different weather themed creative executions were also prepared and linked to relevant weather states in WeatherAds. For the Kaercher electric de-icer product, delivery would turn on in geos where the temperatures was freezing, i.e. below 0 degrees Celsius.

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Results

• GroupM saw excellent CTR and Conversion rates on campaigns utilizing WeatherAds

• Using sub-zero temperature triggers for the electric de-icer product led to higher conversion rates

• Successful campaign performance with great ROAS‍

“WeatherAds was easy to set up, with a clear & easy to use dashboard. The weather targeted campaigns saw good performance with good CTR, conversion rate and successful ROAS.”

- Aline Kowarik, Teamlead, GroupM

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