Background

The Shipyard is a leading, independent marketing consultancy and the world's first "marketing engineering" agency. One of The Shipyard’s clients is Donatos Pizza - a pizza delivery restaurant franchisor headquartered in Columbus, Ohio. Donatos has nearly 200 branches across ten states in the USA.

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Challenge

As a fast food delivery restaurant, weather has a huge impact on Donatos' sales. It is a key factor in the decision making process for consumers when deciding whether to cook, go out for a meal, or order food delivery. The Shipyard wanted to serve users relevant messaging based on different weather scenarios, to remind them to order pizza when the conditions were right for purchase.

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Objective

The campaign objective was to drive purchases (orders) of Dontatos pizzas via paid social. The Shipyard used WeatherAds as their weather marketing platform to enable dynamic, real-time weather adaptive delivery across Facebook and Instagram. Key considerations were the ease of implementation and customization afforded by WeatherAds, its direct integration with the necessary ad platforms, and its cost-effective pricing model.

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Strategy & Execution

Three distinct sets of ads were created around three key weather scenarios – sunny, rainy and snowy, with creative and messaging corresponding to each condition. WeatherAds was then used to create dynamic weather triggers for each of the three conditions and to sync them to each set of ads. The campaign was then set live and run across Facebook and Instagram.

Results

The Shipyard achieved excellent results with WeatherAds, with their weather-triggered campaigns having a 46% lower CPA than evergreen messaging.

“The Client was impressed with the results, and has gotten the wheels in motion to expand this effort to other channels to continue driving performance.”

- Sydney Boyd, Senior Biddable Media Manager