AKQA Increases CTR & CVR on Facebook with weather activations for Woolrich
AKQA is a digital design and communications agency that is owned by WPP. They have a client roster that includes more than half of the Fortune 500’s top 20 companies, and a global presence across 50 countries, from Shanghai to Sau Paulo. One of AKQA’s clients is the global fashion brand Woolrich. Founded in 1830, Woolrich is the oldest manufacturer of outdoor wear in the United States.
As a fashion brand specializing in outdoor apparel, Woolrich understood the importance of weather in driving demand for their products.
AQKVA devised a campaign around the premise of matching the viewer’s real-time weather information with specific clothing recommendations. The video ads would target key European cities, and would display the name and real-time weather condition of that city. They would also feature a 5 second video reel showing the most appropriate Woolrich product recommendation for the local weather.
AKQA chose WeatherAds as their weather marketing partner because they needed a powerful weather activation solution with plug-and-play Facebook and Instagram integration, transparent pricing and excellent customer support.
The main objectives of the campaign was to increase reach across the target demographic on Facebook and Instagram, to drive traffic to the Woolrich website and to drive in-store visits to bricks-and-mortar locations.
Strategy & Execution
The WeatherAds customer support and development team created a custom setting to fit AQVA’s unique use case. Using their customized WeatherAds dashboard, AKQVA were able to deploy very specific targeting attributes across a high volume of creative variants.
The campaigns performed extremely well, with significantly increased click-through rates and higher conversion rates relative to benchmarks.
"The client was happy with the solution. The key features and weather targeting of WeatherAds are particularly suitable for the communication of the Brand."
- Sara Giliberto, Media Advertising Specialist, AKQA