Key Insight & Challenge

‍Molekule, a leading air purifier brand, faced the challenge of effectively reaching and engaging their target audience during peak allergy season. Molekule knew that whenever there is a high pollen count in the air, it triggers people's allergies and causes a variety of uncomfortable symptoms that affects their daily lives.

The goal was to leverage live localized pollen data to trigger ads that would resonate with individuals experiencing allergy symptoms. The objective of the campaign was to increase brand awareness and drive sales of Molekule’s air purifiers.

Campaign Set Up & Execution

The campaign was meticulously structured to target over 100 cities with 3 sets of customized creatives and corresponding landing pages that dynamically highlighted real-time pollen levels in each location. Each line item correlated to a city with varying pollen levels (e.g., high, very high, extreme), and would only be activated when pollen levels in that city rose above the corresponding threshold.

Ads were tailored to alert users about high pollen counts in their area and direct them to solutions, including Molekule's air purifiers. Because peak pollen is a relatively short-lasting event (ranging from several hours to several days), to maximize opportunities for delivery campaigns were optimized for mass impressions with above 30% viewability.

WeatherAds Rules & Settings

Molekule utilized multi-location automations in WeatherAds. The triggers were carefully selected to ensure maximal engagement with consumers throughout the entirety of the symptom life-cycle.

“Our thought was if we run these ads when people are not feeling their symptoms, the ads won't be quite as impactful or resonate deeply enough to drive meaningful engagement. And so the triggers looked at a combination of past 2 days of pollen levels, current day of pollen level and next 2 days of pollen level forecast. This created a real-time need for suitable solutions within groups that were greatly affected by the ups and downs of pollen in their air.”
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Campaign Results

The WeatherAds-powered campaign produced excellent results:

• 11% increase Brand Lift (as measured by Google)

• 25.37% Reduction Cost Per Mille (CPM)

• 6% Increase in Brand Search

• 4% increase air purifiers purchases (citing pollen reasons)

Looking Ahead

Building on this success, Molekule are exploring further opportunities to utilize WeatherAds for future marketing strategies.

"I loved that we could utilize sub-segments within the overall weather forecast. While we started with pollen, we're now beginning to build Air Quality Index (AQI)-based awareness campaigns. These campaigns will trigger when the AQI becomes unhealthy for everyone or specifically for sensitive groups. People are becoming more aware of factors like wildfire smoke, metro pollution, and construction dust, etc which can contribute to a high AQI where they live or work. This heightened awareness means those in sensitive groups are more likely to recognize and respond to symptoms when AQI levels rise."

Key Takeaways

This case study demonstrates the power of leveraging contextual signals such as weather and pollen data to create highly targeted and effective advertising campaigns, driving significant improvements in brand awareness and sales for Molekule.

“The WeatherAds campaign performed very well - the tailored campaign per city especially enabled us to drive awareness in a particular category of allergies”

- Mark Ham, Head of Paid Media, Molekule.

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