Weather is the
original influencer.
As brands look for new ways to deliver relevant, timely messaging in an ever-evolving landscape, building a weather strategy can be an effective way to make marketing campaigns more contextual, personalized and predictive. After all, weather is the ultimate change agent, directly impacting how people behave, feel and shop.
Enter Mother Nature: the hottest creator we can’t stop watching.
All of this may seem obvious. Of course, people buy more umbrellas when it’s raining or crave a cold drink on a steamy, hot day. But weather plays a much bigger role in how people go about their lives, and the way it drives their purchases is much more nuanced.
Consider these findings from Adobe's 2023 Digital Economy Index and a third-party study commissioned by The Weather Company—among those surveyed:
And it’s not just weather-related brands that can benefit from what weather data has to offer.
Because weather transcends nearly every category, brands of all backgrounds can tap weather data to connect on a human, more relatable level with audiences and understand what needs they may have at that time that can then be related back to their business.
To do that, marketers need to do more than take a cursory glance out the window, or, more likely, a scroll through their social media feed. While weather data alone is certainly a hot commodity, it’s even more powerful when paired with weather insights, expert forecasting, or with other sources, like wellness information. Combined, these elements make up the perfect storm for brands to power their personalization.
With advancements in AI forecasting, growing concerns about climate change and increasingly volatile, extreme conditions, and just the daily ongoing need to plan the day, weather’s impact will only continue to grow. That’s why some marketers are incorporating weather data and insights into their business to better understand, adapt to and navigate consumer demands.
Let’s take a look at how forward-thinking brands are becoming true rainmakers by using weather insights to better understand their audiences’ needs, cultivate meaningful messaging and drive business growth.
Weather is the
original influencer.
As brands look for new ways to deliver relevant, timely messaging in an ever-evolving landscape, building a weather strategy can be an effective way to make marketing campaigns more contextual, personalized and predictive. After all, the weather is the ultimate change agent, directly impacting how people behave, feel and shop.
Enter Mother Nature: the hottest creator we can’t stop watching.
All of this may seem obvious. Of course, people buy more umbrellas when it’s raining or crave a cold drink on a steamy, hot day. But weather plays a much bigger role in how people go about their lives, and the way it drives their purchases is much more nuanced.
Consider these findings from Adobe's 2023 Digital Economy Index and a third-party study commissioned by The Weather Company—among those surveyed:
And it’s not just weather-related brands that can benefit from what weather data has to offer.
Because weather transcends nearly every category, brands of all backgrounds can tap weather data to connect on a human, more relatable level with audiences and understand what needs they may have at that time that can then be related back to their business.
To do that, marketers need to do more than take a cursory glance out the window, or, more likely, a scroll through their social media feed. While weather data alone is certainly a hot commodity, it’s even more powerful when paired with weather insights, expert forecasting, or with other sources, like wellness information. Combined, these elements make up the perfect storm for brands to power their personalization.
With advancements in AI forecasting, growing concerns about climate change and increasingly volatile, extreme conditions, and just the daily ongoing need to plan the day, weather’s impact will only continue to grow. That’s why some marketers are incorporating weather data and insights into their business to better understand, adapt to and navigate consumer demands.
Let’s take a look at how forward-thinking brands are becoming true rainmakers by using weather insights to better understand their audiences’ needs, cultivate meaningful messaging and drive business growth.
e.l.f. Primes a Campaign
for All Elements
Known for catering to its fans’ love of accessible makeup products and timely social media banter, fast-growing beauty brand e.l.f. Cosmetics was looking for a unique storyline for its Halo Glow Liquid Filter ahead of the holiday season. It couldn’t be as basic as touting a merry-and-bright highlighter product. Nor could it use a backdrop of traditional winter weather to talk about beauty rituals as the season was anything but predictable—think winter tornadoes in the Southeast and blizzards in sunny Los Angeles.
Working with data from The Weather Company, e.l.f. created a campaign that catered to multiple situations—cloudy, rainy, wintry and clear—to position its products as reliable in any kind of weather. Each message was served based on the target’s local forecast.
The “Special Radiance Report” campaign featured singer Meghan Trainor as a friendly neighborhood weather girl breaking the news about an oncoming “glow storm” and providing viewers with the updates they needed to prepare for the expected “glow day.” The campaign resonated with its target audience by perfectly blending traditional aspects of a weather report, like a moving green screen map, with more unique elements like a five-day “glow-cast” to spotlight a five-day glow product bundle, over-the-top weather vernacular and a sprinkle of Gen Z slang.
The creative approach made a splash on social media, earning over 3 million views on TikTok and the same amount on YouTube. The full campaign subsequently drove a reported 9.2% increase in brand awareness for e.l.f. and a 6.5% increase in purchase intent among females ages 25-34, along with an 8.9% higher lift in brand consideration compared to industry benchmarks, according to results from a December 2022 Lucid campaign.
e.l.f. Primes a Campaign
for All Elements
Known for catering to its fans’ love of accessible makeup products and timely social media banter, fast-growing beauty brand e.l.f. Cosmetics was looking for a unique storyline for its Halo Glow Liquid Filter ahead of the holiday season. It couldn’t be as basic as touting a merry-and-bright highlighter product. Nor could it use a backdrop of traditional winter weather to talk about beauty rituals as the season was anything but predictable—think winter tornadoes in the Southeast and blizzards in sunny Los Angeles.
Working with data from The Weather Company, e.l.f. created a campaign that catered to multiple situations—cloudy, rainy, wintry and clear—to position its products as reliable in any kind of weather. Each message was served based on the target’s local forecast.
The “Special Radiance Report” campaign featured singer Meghan Trainor as a friendly neighborhood weather girl breaking the news about an oncoming “glow storm” and providing viewers with the updates they needed to prepare for the expected “glow day.” The campaign resonated with its target audience by perfectly blending traditional aspects of a weather report, like a moving green screen map, with more unique elements like a five-day “glow-cast” to spotlight a five-day glow product bundle, over-the-top weather vernacular and a sprinkle of Gen Z slang.
The creative approach made a splash on social media, earning over 3 million views on TikTok and the same amount on YouTube. The full campaign subsequently drove a reported 9.2% increase in brand awareness for e.l.f. and a 6.5% increase in purchase intent among females ages 25-34, along with an 8.9% higher lift in brand consideration compared to industry benchmarks, according to results from a December 2022 Lucid campaign.
STIHL Capitalizes on Clear Skies
Outdoor power tool maker STIHL has crafted its social media program into a key channel to deliver advice on using its chainsaws, lawnmowers and other outdoor power equipment—as evidenced by its more than 443,000 followers on Instagram. Building these connections would be critical to its 2023 campaign as the brand continued its focus on highlighting battery-powered tools and its shift away from gasoline. But the challenge was having its audience receive messages that were contextually relevant—after all, not a lot of people are receptive to lawn mowing and hedge-trimming messages when it’s wet and rainy, and that could have a negative impact on campaign ROI.
STIHL worked with The Weather Company to use AI-powered weather triggers via its paid social media strategy to engage its loyal followers in the right context, delivering relevant and timely tips and tutorials during key weather moments. Video assets on Meta properties were activated for both current and forecasted weather conditions (so people could prepare for their outdoor projects), with a focus on “Clear Skies,” “Warm & Sunny” and “No Precipitation.” The campaign informed consumers of the best time to maximize their outdoor projects and provided tips on how to prepare their yards for different types of weather.
Adopting a weather-driven social strategy significantly drove engagement with the STIHL campaign, according to insights from Meta Ads Manager and Google Analytics 360. Stihl reports video completion rates increased by 113% YoY, reach increased by 61% YoY and clickthroughs increased 3% YoY. The campaign topped off with a whopping 320% increase in time spent on website YoY via pre-storm weather triggers.
STIHL Capitalizes on Clear Skies
Outdoor power tool maker STIHL has crafted its social media program into a key channel to deliver advice on using its chainsaws, lawnmowers and other outdoor power equipment—as evidenced by its more than 443,000 followers on Instagram. Building these connections would be critical to its 2023 campaign as the brand continued its focus on highlighting battery-powered tools and its shift away from gasoline. But the challenge was having its audience receive messages that were contextually relevant—after all, not a lot of people are receptive to lawn mowing and hedge-trimming messages when it’s wet and rainy, and that could have a negative impact on campaign ROI.
STIHL worked with The Weather Company to use AI-powered weather triggers via its paid social media strategy to engage its loyal followers in the right context, delivering relevant and timely tips and tutorials during key weather moments. Video assets on Meta properties were activated for both current and forecasted weather conditions (so people could prepare for their outdoor projects), with a focus on “Clear Skies,” “Warm & Sunny” and “No Precipitation.” The campaign informed consumers of the best time to maximize their outdoor projects and provided tips on how to prepare their yards for different types of weather.
Adopting a weather-driven social strategy significantly drove engagement with the STIHL campaign, according to insights from Meta Ads Manager and Google Analytics 360. Stihl reports video completion rates increased by 113% YoY, reach increased by 61% YoY and clickthroughs increased 3% YoY. The campaign topped off with a whopping 320% increase in time spent on website YoY via pre-storm weather triggers.
A Perfect Day to Hit the Road With Toyota
Toyota’s “Let’s Go Places” rallying cry taps into the idea of taking off on an adventure, while also expressing optimism and the promise of innovation that enriches people’s lives. Developing a campaign for its full vehicle lineup, the automaker needed a creative way to reach people when automobile consideration was top-of-mind while also reducing the overall cost-of-conversion. The key: find the moment when people were road-trip-ready.
For a campaign that ran on The Weather Channel app and weather.com, Toyota used The Weather Company’s Outdoor Weather trigger to align with the moments when weather conditions were more likely to drive engagement and when forecasts for optimal outdoor activity were occurring in the target’s area. Messages were dynamically aligned with the consumers’ real-time weather conditions.
By embracing the appeal of clear skies and open roads, Toyota attracted audiences by building trust through accuracy and reinforcing relevancy. Per Toyota, the campaign resulted in a 42% higher clickthrough rate compared to The Weather Company benchmark, as well as a 75% more efficient cost per site visit compared to Toyota’s site benchmark, per DCM Site Level Conversions, July 2021-Jan. 2022.
A Perfect Day to Hit the Road With Toyota
Toyota’s “Let’s Go Places” rallying cry taps into the idea of taking off on an adventure, while also expressing optimism and the promise of innovation that enriches people’s lives. Developing a campaign for its full vehicle lineup, the automaker needed a creative way to reach people when automobile consideration was top-of-mind while also reducing the overall cost-of-conversion. The key: find the moment when people were road-trip-ready.
For a campaign that ran on The Weather Channel app and weather.com, Toyota used The Weather Company’s Outdoor Weather trigger to align with the moments when weather conditions were more likely to drive engagement and when forecasts for optimal outdoor activity were occurring in the target’s area. Messages were dynamically aligned with the consumers’ real-time weather conditions.
By embracing the appeal of clear skies and open roads, Toyota attracted audiences by building trust through accuracy and reinforcing relevancy. Per Toyota, the campaign resulted in a 42% higher clickthrough rate compared to The Weather Company benchmark, as well as a 75% more efficient cost per site visit compared to Toyota’s site benchmark, per DCM Site Level Conversions, July 2021-Jan. 2022.
McCormick Adds Some Spice to the Everyday
Grilling season is an important time of year for spice maker McCormick and its Grill Mates line of seasonings and rubs. The brand found that people wanted to bring more variety to their outdoor cooking, with 60% of people surveyed wanting to shake things up and experiment with recipes, with new spices being the most popular way. So much for the same old burgers and dogs.
When grillers are looking for inspiration, they often turn to McCormick for guidance on new spices, seasonings and flavors. McCormick’s weather strategy fused weather insights with AI to create a chat-based experience. The chatbot provided people with personalized cooking tips, delivering short and sweet (and spicy) messaging along with a five-day “grillcast” to help home chefs plan their meals more effectively and successfully.
The weather-first approach drove relevancy for McCormick. Per McCormick, unaided brand awareness rose to 11.3% during first mentions of the brand during the chat experience. The campaign also outperformed general CPG benchmarks for five out of six metrics, including purchase intent. Weather was a core component of the chat experience, guiding users on the best time to grill, with 58% of interactions looking at the immediate upcoming forecasts according to Dynata campaign results, April-Sept. 2022.
McCormick Adds Some Spice to the Everyday
Grilling season is an important time of year for spice maker McCormick and its Grill Mates line of seasonings and rubs. The brand found that people wanted to bring more variety to their outdoor cooking, with 60% of people surveyed wanting to shake things up and experiment with recipes, with new spices being the most popular way. So much for the same old burgers and dogs.
When grillers are looking for inspiration, they often turn to McCormick for guidance on new spices, seasonings and flavors. McCormick’s weather strategy fused weather insights with AI to create a chat-based experience. The chatbot provided people with personalized cooking tips, delivering short and sweet (and spicy) messaging along with a five-day “grillcast” to help home chefs plan their meals more effectively and successfully.
The weather-first approach drove relevancy for McCormick. Per McCormick, unaided brand awareness rose to 11.3% during first mentions of the brand during the chat experience. The campaign also outperformed general CPG benchmarks for five out of six metrics, including purchase intent. Weather was a core component of the chat experience, guiding users on the best time to grill, with 58% of interactions looking at the immediate upcoming forecasts according to Dynata campaign results, April-Sept. 2022.
Put Weather to Work
Ready to incorporate weather insights into your campaigns? Keep these tips in mind as you craft your strategy:
There’s no shortage of weather data available, but it’s crucial to remember that accuracy matters above all. Just as consumers expect and demand that their forecast be accurate, marketers should demand the same when relying on that forecast to effectively reach audiences in a timely and personalized manner. The most accurate weather data sources on the market use a unique mix of “human and machine,” forecasting that brings AI together with an expert team of meteorologists. While technology plays a critical role in automating and analyzing data, a human touch is essential to translate that data into trusted, meaningful insights, especially when taking into account the nuanced impact of weather.
Every brand is looking for a unique way to reach target audiences with messaging that feels personalized but doesn’t rely on PII. The great cookie debate continues but you don’t have to live in constant fear of the state of third-party cookies and their eventual deprecation. Take control of privacy and usher in the next era of digital marketing. Consumers are more savvy, and brand trust must be earned. Weather data is one of the few signals that is safe, performant, and yields a reciprocal value for both consumers and brands.
Data alone is unquestionably valuable, but the real power is in extracting the insights within the data. When weather data is analyzed, it reveals trends and behavioral patterns that help to better understand consumer mindsets, and therefore help brands better reach and engage their targets, dynamically and at scale. If you combine datasets—say weather and sales data—those insights become even richer. Identify the best moments to engage audiences by understanding how specific conditions might impact a response, to help maximize effectiveness and reduce wasted media spend along the way. Don’t have access to AI? Get help from a partner that does.
Campaign messaging needs to reflect the world where your audience is. That’s the essence of using context effectively. And it’s especially true for weather, where the context shifts quickly due to ever-changing conditions and differs depending on someone’s geography or frame of reference. For example, a day that’s 50 degrees Fahrenheit and sunny might be sweater weather in Miami, but not in Seattle. Look for dynamic weather solutions that can help assemble a variety of messages and images so that every person receives something that feels personally relevant to their weather experience.
Weather’s influence is omnipresent, which means it needs to be a consideration across all channels to help drive maximum relevance, no matter how and where you’re reaching your target. Work with a weather platform that comes prepared with a range of solutions that fit your business needs. For example, choose a partner that supports open collaboration across the advertising ecosystem, emphasizing how a weather strategy is foundational and works in concert with your existing solutions.
Put Weather to Work
Ready to incorporate weather insights into your campaigns? Keep these tips in mind as you craft your strategy:
There’s no shortage of weather data available, but it’s crucial to remember that accuracy matters above all. Just as consumers expect and demand that their forecast be accurate, marketers should demand the same when relying on that forecast to effectively reach audiences in a timely and personalized manner. The most accurate weather data sources on the market use a unique mix of “human and machine,” forecasting that brings AI together with an expert team of meteorologists. While technology plays a critical role in automating and analyzing data, a human touch is essential to translate that data into trusted, meaningful insights, especially when taking into account the nuanced impact of weather.
Every brand is looking for a unique way to reach target audiences with messaging that feels personalized but doesn’t rely on PII. The great cookie debate continues but you don’t have to live in constant fear of the state of third-party cookies and their eventual deprecation. Take control of privacy and usher in the next era of digital marketing. Consumers are more savvy, and brand trust must be earned. Weather data is one of the few signals that is safe, performant, and yields a reciprocal value for both consumers and brands.
Data alone is unquestionably valuable, but the real power is in extracting the insights within the data. When weather data is analyzed, it reveals trends and behavioral patterns that help to better understand consumer mindsets, and therefore help brands better reach and engage their targets, dynamically and at scale. If you combine datasets—say weather and sales data—those insights become even richer. Identify the best moments to engage audiences by understanding how specific conditions might impact a response, to help maximize effectiveness and reduce wasted media spend along the way. Don’t have access to AI? Get help from a partner that does.
Campaign messaging needs to reflect the world where your audience is. That’s the essence of using context effectively. And it’s especially true for weather, where the context shifts quickly due to ever-changing conditions and differs depending on someone’s geography or frame of reference. For example, a day that’s 50 degrees Fahrenheit and sunny might be sweater weather in Miami, but not in Seattle. Look for dynamic weather solutions that can help assemble a variety of messages and images so that every person receives something that feels personally relevant to their weather experience.
Weather’s influence is omnipresent, which means it needs to be a consideration across all channels to help drive maximum relevance, no matter how and where you’re reaching your target. Work with a weather platform that comes prepared with a range of solutions that fit your business needs. For example, choose a partner that supports open collaboration across the advertising ecosystem, emphasizing how a weather strategy is foundational and works in concert with your existing solutions.
Illustrations by Jordan Robertson
The Weather Company, an IBM Business, is the leading provider of weather data and weather-based advertising solutions across the open web and exclusively on The Weather Channel digital media properties, visited by an average of 360 million-plus people each month. With access to 40 years of the world’s most accurate forecast data, we understand how weather influences consumer behavior—and as weather patterns evolve and become more impactful, a weather strategy is more critical than ever. Combining these actionable insights with IBM’s proven AI, we enable personalized, predictive, and privacy-forward marketing strategies that drive brand growth.
The Weather Company, an IBM Business, is the leading provider of weather data and weather-based advertising solutions across the open web and exclusively on The Weather Channel digital media properties, visited by an average of 360 million-plus people each month. With access to 40 years of the world’s most accurate forecast data, we understand how weather influences consumer behavior—and as weather patterns evolve and become more impactful, a weather strategy is more critical than ever. Combining these actionable insights with IBM’s proven AI, we enable personalized, predictive, and privacy-forward marketing strategies that drive brand growth.
Illustrations by Jordan Robertson
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