Hypermarket chain Cora leverages WeatherAds for home & garden campaigns across Meta & programmatic display
Hypermarket chain Cora leverages WeatherAds for home & garden campaigns across Meta & programmatic display
Background
Cora is a major chain of approximately 80 hypermarkets dispersed throughout France, Belgium, Luxembourg and Romania. As well as selling groceries, Cora also stocks a wide range of products for the home and garden. The French lifestyle values leisure and outdoor dining, making garden furniture and other outdoor garden products particularly sought after in the summer months.
Challenge
A number of Cora’s products have a strong link to the weather, in particular outdoor furniture, lawnmowers, grills and paddling pools. Sunny days with pleasant temperatures naturally inspire people to spend time outdoors, increasing interest and driving purchases for these garden-related products. Cora’s media agency CoSpirit Group was faced with the challenge of increasing the sales of their outdoor range and was looking for ways to bridge the gap between weather changes and marketing reaction.
Approach
To accomplish this objective, CoSpirit Group partnered with WeatherAds - the world’s premier moment marketing platform. The objective was to deliver ads for Cora’s outdoor products range triggered by, relevant weather forecasts - namely on sunny days. Leveraging WeatherAds, CoSpirit Group set up location-specific ad delivery based on the real-time weather criteria in DV360 and Meta. The WeatherAds success team assisted with onboarding and strategy sessions, along with ongoing recommendations throughout the campaign.
Setup & Execution
CoSpirit Group set up a Single Location Automation (SLA) in WeatherAds for around 120 line items. The programmatic campaign structure comprised of a single campaign, containing 60 Insertion orders each targeting a single store. Each IO in turn contained 1 or 2 strategic line items (Open & Deal). Rules were set in WeatherAds to activate delivery in geos where it was sunny, and paused delivery in locations where it was overcast or rainy. The campaign ran over the summer of 2023 across Meta and Programmatic Display. The main objectives of the campaigns were sales and in-store visits.
“Despite being a short campaign [over the summer months] the delivery was good”
- Thibaut Cavet, Head of Programmatic, CoSpirit Group.
