About Quixx and the Challenge

I-DAC Indonesia, a leading advertising agency, faced the challenge of promoting Quixx Sore Throat Spray, a product from Menarini Consumer Health Care, in a unique way. Unlike most throat sprays, Quixx soothes throat irritation caused by poor air quality and pollution. Recognizing this connection, I-DAC sought a solution that would dynamically tailor ad delivery based on local air quality conditions in Indonesia, a country often plagued by poor air quality. Delia Adinda Ramadhani, Ads Operations Lead at I-DAC, spearheaded this innovative initiative.

WeatherAds as the Ideal Solution

I-DAC’s primary objective was to drive brand awareness for Quixx during its launch phase in Indonesia, amongst individuals aged 18-39 located in areas with poor air quality. For this, I-DAC partnered with WeatherAds, the leading weather and health based moment marketing platform for leveraging real-world events such as weather, environmental, health, sickness and travel signals, to trigger ads at opportune moments.

Campaign Setup & Execution

I-DAC deployed a multi-location automation for nationwide ad sets and a single automation for more granular locations. Two key triggers were created:

• Current Air Quality Index (AQI) ≤ Unhealthy: Ads launched when real-time AQI fell below healthy thresholds.

• Forecast AQI ≤ Unhealthy: Ads preemptively displayed when unhealthy air quality was predicted.

The campaign structure in Meta focused on awareness with a target cost per impression (tCPI). Different ad sets were created for nationwide targeting and specific geo-locations, each utilizing distinct landing pages catered to e-commerce conversions on Shopee and Tokopedia.

Success Through Weather-Triggered Engagement

The WeatherAds-powered campaign yielded impressive results:

• 768% Increase in Impressions: Compared to target goals, the campaign generated 768% more impressions over target, ensuring wider reach and brand visibility during times of poor air quality.

• 0.87x Lower CPM: WeatherAds' targeted approach led to a significant reduction in cost per impression, maximizing campaign efficiency.

• 100% Client Satisfaction: Menarini Consumer Health Care was thrilled with the increased awareness driven by the campaign, which resonated perfectly with Indonesia's air quality concerns.

Key Takeaways

This case study showcases the power of WeatherAds in amplifying campaign efficacy. By leveraging real-time and forecasted weather data, I-DAC and WeatherAds successfully reached the right audience at the most relevant moments, boosting Quixx's visibility during periods when their product was most needed. This innovative approach not only generated impressive results but also highlighted the power of moment marketing in today's competitive advertising environment.

Looking Ahead

Building on this success, I-DAC and Menarini plan to explore further weather-based targeting opportunities for Quixx and other products. This includes testing more advanced triggers, optimizing campaign settings, and potentially integrating weather data into future marketing strategies.

“Our client was happy with the WeatherAds campaign’s ability to increase awareness for their product (Quixx) by utilizing air quality conditions in Indonesia “

- Delia Adinda Ramadhani, Ads Operations Lead, I-DAC Indonesia.

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