Case Study
Summary
Molson Coors and AdParlor looked to weather to grow awareness of
a new product and reinforce the refreshment positioning of two beer
brands in Canada. Through our integration with a robust weather API,
AdParlor created a custom weather rule-based campaign that served
targeted ad units to mobile Facebook users contingent upon local
weather conditions.
Two sets of photo page post ads were created:
The first set of ads were ‘Weather Specific’ creative
The second set of ads were ‘Generic’ creative
Both sets of ads were turned on in real-time based on HOT
weather conditions (i.e. Above 23 degrees and Sunny) and we
compared the results. The ads were day-parted (11am – 8pm)
and only served on mobile to increase the likelihood of users
being outdoors when seeing the ad.
Through our integration with a robust weather API, AdParlor
created a custom weather rule-based campaign that served
targeted ad units to mobile Facebook users contingent upon
local weather conditions.
Fast Facts
The ‘Weather Specific’ ads outperformed the ‘Generic’ ads within multiple engagement categories.
Engagement rates were the highest among males 19-34. The ads based on the ‘hot weather
conditions’ delivered higher engagement. Users who clicked on ‘Weather Specific’ ads were 89%
more likely to click a link, 50% more likely to mention the brand page and 33% more likely to
comment as opposed to users who clicked on the ‘Generic’ ads.
CPC rates on the ‘Weather Specific’ ads were 67% lower than the ‘Generic’ ads.
Geo targeting included 8 cities (Winnipeg, Vancouver, Toronto, St. John’s, Montreal, Moncton,
Halifax and Edmonton) across Canada.
Engagement Metrics ○
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Case Study
Engagement Metrics
Weather Specific Ads vs Generic Ads
An Established Brand
In order to drive more awareness and engagement around Coors Light’s
ice-cold refreshment positioning, the campaign was targeted to males and
females ages 19-49 in the following cities: Winnipeg, Vancouver, Toronto, St.
John’s, Montreal, Moncton, Halifax and Edmonton.
Results: ‘Weather Specific’ Ads vs. ‘Generic’ Ads
27%
31%
34%
28%
100%
More likely to
like a page
More likely to
like a post
More likely to
share a post
More likely
to comment
More likely to
mention the page
New Product Launch
To drive awareness and trial of new Molson Canadian Cider, the campaign
targeted males and females ages 19-34 in two cities – Toronto and Halifax.
Results: ‘Weather Specific’ Ads vs. ‘Generic’ Ads
92%
33%
93%
89%
50%
More likely to
watch a video
More likely to
comment
More likely to
share a post
More likely
click a link
More likely to
mention the page
Adknowledge World Headquarters | 4600 Madison Ave., 10th Floor | Kansas City, MO 64112 | 866.730.2109