Weather Targeting Drives Sunblock Awareness for UK Charity

Someone working in a lab with gloves and inserting something into a test tube

How to Deliver a Message That Resonates

BIG Partnership needed to serve tailored ad creatives that would drive a meaningful and impactful message about sun-protection for their client, North West Cancer Research. They launched an awareness campaign that used weather targeting capabilities to highlight the importance of wearing sunscreen to users in specific UK regions, surpassing their viewability goal of 50%.

Solutions Used

Tactics to Deliver Relevant Messaging to the Right Audience

To reach their awareness goals, BIG chose weather targeting as their main targeting tactic and display as their channel for driving high viewability and scale. Here are some of the tactics they used:

Weather Targeting

Served ads depending on weather conditions, including current local weather conditions and temperature to spread messages about sun protection.

Regional Targeting

Leveraged a geotargeting strategy to focus on specific regions within the UK, including Manchester, Liverpool, and Lancaster.

Audience Targeting

Targeted those who lived in specific geographical areas, followed by a complementary tactic to target an audience of outdoor workers.

BIG’s Weather Targeting Campaign Reaches Over 320K Users

BIG Partnership ensured that their campaign performance veered in the right direction. They set a CTR goal of 0.20% and a viewability goal of over 50% for their campaigns. This allowed them to hone in on performance where it mattered. BIG’s weather targeting campaign resulted in amazing results for their cancer research client. With over 320,000 unique users who saw their ads at 79% average viewability, they increased the volume of site visitors.

CTR

0.17%

CPC

£2

Viewability

79%

Unique Reach

320K users

Bobbi Whyte

Paid Media Manager

BIG Partnership

“Using weather targeting for this campaign was a game-changer for our clients. Not only did it make our messaging hyper-relevant to the target audience, but the timeliness that this feature provides goes unmatched.”