Weather Underground

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About our Client

Weather Underground, the first online weather service, is committed to delivering the most reliable, accurate weather information possible. Wunderground’s state-of-the-art technology monitors conditions and forecasts for locations across the world, providing consumers with the weather information that they need.

To maintain their position as a leader in the online weather space, and fulfill the needs of their loyal users, Wunderground.com launched a redesigned website on February 2, 2011.

The Challenge:

• Drive excitement and buzz around the redesign launch

• Drive quality consumers over quantity

• Identify any potential new audiences which may prove useful for future ad sales efforts

The idea:

• Utilized Partner direct and DSP strategies to target specific consumer groups

• Deployed a consumer frequency-to-creative communication plan to drive consumer brand awareness and knowledge

• Blended brand, direct and brand-direct digital strategies to ensure qualified traffic goals were met

• Utilized a brand study to determine consumer brand metrics

• Activated increase weight by DMA when severe weather occurred in order to drive association and connection with the brand

 

 

 

 

 

Quantifiable Results:

• Reached +50% of the target audience with a high frequency over the course of the 9 week long campaign

• 9% lift in consumer awareness

• Realized double digit growth in consumer preference

• Identified potential untapped market for the brand which was used to build out new marketing opportunities