Verve developed a weather triggered ad that dynamically displayed when certain conditions were met, and displayed the nearest Cetaphil retailers on a map.
Cetaphil sought to expand awareness in the beauty category and ultimately increase sales and purchase consideration by serving a timely reminder of how its moisturizing cream could prevent dryness and keep skin glowing even while wintertime temperatures dropped.
To reach Cetaphil’s main audience, Verve built a custom segment consisting of women who shopped at or lived close to stores selling Cetaphil. Verve developed a weather triggered ad that dynamically displayed when certain conditions were met – wind speed greater than 15mph for windy conditions, below 30% humidity for dry conditions, or below 35 degrees for cold conditions.
The winter-inspired creative was engaging and relevant, with snow falling in the background, the current temperature displayed, and the consumer’s real-time location along with the nearest Cetaphil retailers shown on a map. Consumers easily found turn-by-turn directions with a quick tap.
CLICK THROUGH RATE: 1.12% FOR COLD CONDITIONS
Triggering ads only when certain weather conditions were met proved to be extremely powerful, generating more than triple the industry CTR when cold conditions were met. When snowing and raining, the CTR was 0.79% – also very high, more than double industry averages.
AVERAGE TIME SPENT IN AD: 43 SECONDS
Relevant delivery and brand engagement was demonstrated with an average time spent in ad that’s 2.3 times higher than the internal Verve benchmark for CPG creatives.
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In this benchmark Verve/Ascendant Network survey, we explore current efforts to future-proof the marketing organization and ensure marketers are prepared to ride — rather than be swallowed by — the next wave of technological and consumer behavioral change.
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