Success Story

#1 battery brand sees 3x more engagement with AccuWeather’s severe weather-triggering and custom content

Summary

A #1 battery brand sees 3x more engagement with AccuWeather’s severe weather-triggering and custom content.

Key Highlights

The #1 trusted battery brand wanted to create a targeted campaign to reach users in natural disaster areas.

Weather triggered creative across AccuWeather’s platforms reached consumers experiencing severe weather.

Weather triggered messaging received 3x more interaction then standard run media.

Key Highlights

Lessons learned from the 2019 hurricane season. Reducing the risk and liability before, during and after the storm

An in-depth look at the 2020 hurricane season forecast

Impacts of Hurricanes Barry and Dorian and Tropical Storm Imelda

The Challenge

The #1 trusted battery brand worked with AccuWeather to create an always-on, targeted campaign that included custom content designed to reach users within natural disaster affected areas – ultimately, positioning their brand as the battery of choice for pre, during, post-storm preparedness. With weather alignment and driving battery sales in mind, AccuWeather created a cross-platform media and content strategy during category 4 and 5 hurricanes, allowing the brand to create hyper-relevant messaging that reached users at the appropriate time. Weather triggered creative across AccuWeather’s platforms, paired with dynamic storm preparedness sponsored content, created an organic relationship between the brand and consumers experiencing severe weather.

The Solution

• High-Impact, cross-platform display units
• Severe weather triggering & targeting
• Custom, co-branded video and article content
• Native, in-app background integration

With weather alignment and driving battery sales in mind, AccuWeather created a cross-platform media and content strategy during category 4 and 5 hurricanes, allowing the brand to create hyper-relevant messaging that reached users at the appropriate time.

The Result

• AccuWeather performed 20% above the brand agency’s viewability standards across weather aligned media and messaging
• Weather triggered messaging received 3x more interaction that standard run of site media
• Custom content featuring extreme meteorologist, Reed Timmer, garnered a 5.05% CTR
• 40% attention quality* on custom content
• 2x the benchmarked universal interaction rate**

*Attention Quality: Ratio of users that converted from hovering over an ad to interacting
**Universal Interaction Rate: Percentage of impressions where a user entered the frame of an ad and was active for at least half a second

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