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.
• 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
• 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
• 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