Background

Hunterlodge are an award winning, results-driven full-service advertising agency located in the UK. One of their clients is Ordnance Survey (OS) - the national mapping agency for Great Britain. Ordnance Survey have a suite of professional-grade maps that detail routes for rural countryside walks and hikes.
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Challenge

Hunterlodge were handed the challenge of increasing ad engagement, and in turn generating higher conversion rates and revenue for Ordnance Survey’s leisure mapping app – a premium subscription based IOS and Android app for hikers and outdoor enthusiasts. Weather is a key factor in driving downloads of the app, since the app is focused on exploring outdoor routes and trails.
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Objective

The primary objective of the campaign was to promote OS Maps app subscriptions across Facebook and Instagram via a weather activated app install campaign.
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Strategy & Execution

Four separate automations were created in WeatherAds using the ‘Multi-location’ flow - one for each of the weather conditions shown in the ads: sun, rain, frost and cloud. Hunterlodge then created corresponding triggers for each of the ad variants and linked them to their weather specific Facebook/Instagram ad set. The messaging encouraged users to explore the great outdoors, whatever the weather. The initial campaign ran for a total of 3 months.

Results

The campaign performed exceptionally well, with the weather-targeted ad sets driving the highest return on investment. The weather-targeted ad sets delivered extremely positive click-through rates and contributed over 21% of purchases despite spending less than 10% of the total campaign budget. In comparison to the non-weather-targeted ad sets that ran during this campaign, the weather targeted activity delivered an 89% higher CTR, a 59% lower cost per purchase and a 144% higher ROI.
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“We have previously run successful campaigns using WeatherAds and continue to do so as the platform is incredibly straightforward to use and provides us with the ability to customize the weather triggers to our ads.”

- Reshana De Silva, Digital Performance Manager, Hunterlodge Advertising
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