Basis boosts ad relevance for automotive battery company with at-scale weather-based personalization for Facebook & Instagram
Basis Technologies (formerly Centro) is an advertising technology and services company. With a proprietary DSP, trading desk and media agency, Basis provides unified software and services to simplify and automate digital media operations and drive increased profitability for their clients. One such client is a multi-national automotive battery marketing and distribution company.
Car battery sales have a high degree of correlation to the weather, in particular ambient temperatures. Extreme cold or extreme heat can damage car batteries and so these conditions often precipitate a rapid surge in demand.
Armed with these insights Basis now faced the challenge of creating and executing a weather-adaptive campaign across Social, at a national scale, with in-the-moment ads that triggered at exactly those times and in those locations where the weather conditions were at the extreme ends of the spectrum, and hence most conducive to sales.
The primary campaign objective was to build Reach amongst the target audience via Facebook & Instagram ads, with the ultimate goal of increasing store visits and phone calls.
“We compared WeatherAds to IBM Watson and found the interface of WeatherAds much easier to navigate, in addition to competitive fee structure and great customer service support” commented Courtney, Paid Social Account Manager at Basis.
Strategy & Execution
Basis targeted 14 DMAs across the US that were set to turn on during periods of extreme heat or extreme cold temperatures. Ads would remain live in the relevant DMAs for up to 3 days after the condition elapsed for maximum effect.
“We saw great success in reaching users during peak times of when they need to consider getting a new battery. We were able to leverage specific weather-relevant creative for each trigger so we could run icy imagery before a snowstorm or melting creative before extreme heat occurred. This allowed us to be extremely personalized but also scalable in the way we reached a national audience. The client thought the technology was impressive and how many different levels of triggers we could set was great. We could be extremely specific down to the level of snowfall or temperature drop in real-time.”
- Courtney Shaw, Paid Social Account Manager at Basis.