We knew bad weather was good for Columbia Sportswear jacket sales. What we didn’t know was would sales significantly increase if we timed our advertising messaging to bad weather itself.
So we tested it out. We measured the impact of increasing impressions on our in-house trading desk as weather hit individual markets. We took that data and ran correlation reports that led us to the insight that when we increased presence during key bad weather patterns, product interest went up (exponentially) and cost per product page views went down (significantly).
We took this research-led insight and looked for areas where we could both increase impressions and change the creative messages in real-time as bad weather hit.
What we did was, we:
Hacked the buying platform of our in-house trading desk and piped in a weather API to increase volume of impressions during weather patterns and make the creative message dynamic