Success Story

AccuWeather and a leading insurance provider launched a 2019 campaign specifically around every day and severe weather conditions with the combined objective of positioning this brand as the reliable source for communities and individuals who may have been impacted by obstacles brought on by the weather. Through high-impact forecast page takeovers and an AccuWeather Ready content sponsorship, AccuWeather provided an always-on, targeted campaign, strategically paired with rain, cold, wind, snow, & ice weather triggers. By syncing the takeovers with a relevant content series alignment, the leading insurance brand was at the forefront of any severe weather conversation and was positioned to help consumers learn how to prepare for those weather conditions when they were going to directly affect a user’s area. Utilizing these hyper-local severe weather triggers allowed the brand to accurately pinpoint desired consumers, and thus, AccuWeather delivered a campaign that provided deep engagement and high brand awareness driving consumers to take action.

• High-impact digital executions
• Pre/during/post severe weather triggering
• Custom audience targeting
• Existing contextual brand alignment

By syncing the takeovers with a relevant content series alignment, the leading insurance brand was at the forefront of any severe weather conversation and was positioned to help consumers learn how to prepare for those weather conditions when they were going to directly affect a user’s area.

• • The high-impact campaign garnered 40MM+ impressions, with an overall CTR of 1.37%

• • The severe weather sponsorship that was deployed when severe weather was forecasted in a user’s area garnered over 2.5MM impressions cross-platform

• • The Pre/during severe weather forecast anchor unit had a cross-platform CTR of 1.77%, compared to AccuWeather’s benchmark of 0.54%

• • The mobile web sponsorship garnered a 5.60% CTR compared to AccuWeather’s benchmark of 1.2%

• • The mobile hero unit performed very well, with a CTR of 6% compared to AccuWeather’s benchmark of 4.46%

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