The benefits of using weather-based campaigns on Facebook and Instagram
So, you’ve decided that your next paid social campaign is going to be weather-based.
The main idea is to get a personalized creative, and one of the ways to make that happen is to use weather data to get weather-appropriate ads at each time of the day (as the weather changes at a particular location).
Weather-based paid social campaigns have a special significance for the apparel industry since you can easily contextualize products in terms of the current weather conditions.
There are two main reasons why you should use weather-personalized campaigns:
- Weather-based ads allow you to easily engage with your consumers
- Geotargeting – the weather is constantly changing in different locations – making your weather-based ads change automatically will significantly improve your sales.
For example, let’s say that you run stores both in San Francisco and Chicago.
San Francisco might be sunny – so in order to engage with your local consumer in the best way, you want to show them shorts and T-shirts.
But at the same time, it’s raining in Chicago. It doesn’t make sense to show your Chicago consumers your summer products, right? Instead, you want to show them raincoats, jackets or waterproof shoes.
Now imagine that you have stores in over 100 locations, or you have an e-commerce store that targets the entire USA.
It would be amazing to show different ads based on the weather for all locations, right?
But the question is, how exactly are you going to do that?
In short, you need a campaign that’s fully dynamic when it comes to creatives (which means that it automatically generates new types of high-quality creatives) and that automatically personalizes your creatives by the current weather conditions.
On the other hand, your campaign needs to keep adapting to the current weather at a particular location.
The best and most scalable way to execute this is to have a particular system and process that runs ads like this.
Don’t worry – it’s not too complicated. Let’s see how that works.
How to create 1000+ weather-based ads for 100+ store locations that convert – in no time
In a nutshell, there are three different ways to create weather-based campaigns that bring results.
1. Change your campaigns all the time
One way to do this is to re-render the ads every hour. But there are some problems with this:
- It takes too much of your time (you need to manually create hundreds of different creatives)
- This will result in getting stuck in Facebook’s review, so your ads will be everything but personalized (by the time Facebook reviews every ad, the weather will change).
So, this is definitely a no-go.
2. Prepare all your ads in advance
The second way is to have all ads prepared and paused inside your Facebook Business Manager.
Although this is a doable strategy, there are problems with it too:
- Again, it takes too much of your time and resources to manually create multiple ads for various locations based on different weather conditions (it sounds complicated, right? Imagine how hard it would be to make all those creatives)
- You will need to manually go through the Facebook business manager and start/pause different ads. You will need one person to work full time just to go through this process the entire day through and change the ads based on the current weather for multiple locations.
Although this approach might be good if you are targeting only one or two locations and have a total of six to ten ads, it definitely isn’t scalable for bigger brands.
Well, let’s say that you pre-select products based on the weather conditions they fit.
Divide your products into three different categories – suitable for cold, sunny and rainy weather.
If you advertise only one product per weather category (let’s say one jacket, one t-shirt and one raincoat), and you have 15 locations, how many ads is that?
The answer is 45 different ads.
Now imagine how hard it would be to go through 45 different ads all the time and start or pause each one.
But, what if you want to sell more products? If you have different types of jackets or raincoats?
The total number of ads is over 100, maybe even 500 – for just three types of products.
So, as you can see, this strategy will take forever.
3. Use the dynamic creative approach 🤘
This approach is similar to the previous one (at least to some extent).
What you need to do is to contextualize the products within weather-based ads (like we did in the example above – divide different types of products into different weather-based categories).
Just prepare a simple spreadsheet and list all of your products.
There’s a media platform that creates and manage 1000s of different ads in a single click.
This means that you can create thousands of ads, for hundreds of products and hundreds of different locations, all in a fraction of time and without spending $10.000 and more on designers’ costs.
However, the thing that comes after is what makes this approach best for both the weather-based campaigns and your future sales.
Dynamic creatives automatically run your campaigns based on the different weather types of multiple locations.
You won’t need to spend a minute of your precious time going through the Facebook business manager, checking the weather for multiple locations, and starting or pausing different ads.
Ad-tech creative & media platform like Hunch does this automatically.
How Sport Vision personalized 820 ads with weather-based campaigns
In order to stand out, a leading sportswear retailer Sport Vision launched a truly unique campaign.
To promote their new products, they used personalized dynamic content in real-time that’s based on the time of the day, weather and different locations.
To accomplish this, Sport Vision and the Popup agency partnered with Hunch.
There are two types of data that we used to do this:
- 1st party data from Sport Vision – such as products, product images, discounts, pricing, user behavior data, website tracking data, and more.
- 3rd party data from Facebook, Google and Hunch – such as the locations, time of the day and weather in different locations.
Sport Vision’s data was used to segment products by weather conditions and popularity. Later, we merged this product data with the local weather data for every day and every hour.
This enabled us to deliver personalized and relevant offers at every moment and send customers to Sport Vision’s online store.
To maximize sales, visitors who engaged with the offers but didn’t buy the products were targeted with personalized recommendations for running, hiking, summer sports or casual wear, depending on their interests. This reminds them of the current best reasons to purchase.
Our final output was over a thousand creatives across all Facebook and Instagram formats, with 70 highly personalized creatives active each hour.
This campaign ran live for two weeks, and there were 20.160 updates within the campaign (the weather in the ads was updated every hour of every day).
Just imagine doing this manually. It would be impossible, right?
In the end, Sport Vision got the following results:
- 15 individual locations targeted
- 6 weather types with day/night conditions
- 820 personalized ads created
- 20.160 automated campaign updates
This is an example of a true, data-driven dynamic social that brings real results.
The bottom line
Engaging with your consumers through paid social doesn’t have to be boring. In fact – you can drastically increase your results by using contextual campaigns.
One way to do that is to use weather-based campaigns.
However, you don’t want to spend 10 hours of each day designing creatives and manually switching your ads on or off inside Facebook business manager, right?
So, if you want to personalize and contextualize your campaigns, sign-up for a free strategy call with Hunch’s team.