An early winter storm and below average temperatures provided the perfect opportunity for The North Face to beat the freezing temperatures to the punch with time-sensitive and geo-targeted paid media campaigns that provided their customers with information and relevant products to weather the storm.
|Take advantage of unseasonably harsh weather forecasts.|
|Maximize brand exposure in the 10 states that were predicted to be most affected by storms and cold temperatures.|
|Alter brand messaging to be more winter weather focused throughout the markets forecasted to be hit with winter extremities.|
The North Face preemptively prepared weather-related DMA ad copy ahead of weekend snow storms and temperature drops targeted towards specific areas of the country. Additionally, some states received freeze warnings prior to the weekend.
To optimize non-brand PLA performance, The North Face implemented geo-level bid indexes for all states with freeze and inclement weather warnings as a means of bidding more aggressively and ensuring a robust search presence in front of scrambling consumers in those areas. The North Face increased the bid indices for markets including Georgia, Alabama, Arkansas,Tennessee, Kentucky, North Carolina, Ohio,Indiana, Illinois and more.
YOY INCREASE IN SALES
OVER THE PREVIOUS WEEKEND
CONVERSIONS RATES OVER BOTH TIME PERIODS
YOY INCREASE IN ROI
Many of the states hit with the big cold front saw dramatic increases in conversions. Many southern states were atop the record low temperature list, and parts of SC, NC, and GA saw snow Saturday morning.
Overall, any brand can take advantage of seasonal spikes in weather, news events, and holidays by simply planning in advance how their brand can better serve their customers in such instances. Work with your paid media agency to have creative and ad copy on hand for such events ahead of time. Taking advantage of huge spikes in qualified, relevant traffic is an easy win and provides great supplemental spikes in sales and conversions.