At The Weather Channel, we understand what an important role the weather plays in our daily lives, which is why we are committed to delivering up-to-date and accurate information. We know that the weather affects how someone runs their business as well as consumer behavior.
We’ve also talked about the importance of having a weather marketing strategy that not only works with current weather conditions, but anticipates the weather in order to reach your target audience in the right place at the right time.
One way to effectively reach your target audience in an organic and natural way is through native advertising, which is a form of online advertising that seamlessly works within the platform on which it displays.
Jeep’s Award Winning Weather Strategy
A striking example of how to effectively utilize native advertising is clearly illustrated in a recent highly successful partnership between Jeep and The Weather Channel, in which Jeep created a branded experience for visitors to weather.com’s new mobile platform.
The partnership raised awareness of Jeep Cherokee’s ability to handle all variants of weather in a seamless, visually appealing backdrop, which synced up to the current weather. So for instance, if the weather in a specific area had a forecast of snow, the Jeep Cherokee would be displayed in a snow-filled environment. This positioning helped brand Jeep and communicate their core message, while delivering current weather conditions.
Jeep was so successful in the execution of their native advertising campaign that it won a Bronze award from the Mobile Marketing Association (MMA), which honors exceptional and innovative campaigns in mobile marketing.
It’s Amazing What a Thompson Holiday Can Do
A UK travel company (TUI Travel PLC) recently used a native campaign to go with the unusual approach of associating a holiday brand with bad weather.
By “giving a glimpse of exotic destinations to their app users during bad weather” they were able to powerfully convey their brand message leading to higher dwell time on their site and raise their brand profile with the right audience.
You can watch the short case study video here:
As Jeep and TUI demonstrated, going native is a great way to reach target consumers. This form of marketing works within a certain platform that is already being utilized regularly by users — and when done successfully, can boost both brands.
Are you thinking of going native?
Here’s what you need to know if you want to go native with weather:
- Utilize strong visuals that portray your product in various weather conditions to communicate your message
- Sync your message and visuals to real-time conditions for maximum effect
- Size matters. Using high-impact images that utilize the size of the mobile screen will increase visibility, increase reach and click-through rates
- Cross platform execution reinforces consistent messaging, imagery, and experience
- Brand your product, using your weather marketing strategy
- Consider how people relate to your product in various weather conditions
Native Advertising Effective for Small and Medium Sized Businesses
Jeep and TUI were able to execute these key tenets flawlessly and were able to get significant benefit from the campaigns.
While these are large companies with established audiences, this type of advertising can also benefit small and medium sized businesses. Businesses looking to go native can start with your designated market area to determine what kind of weather related promotion would work well with your product and target audience.
Native advertising can turn a platform into a highly branded experience that reaches visitors in a natural way. This, coupled with a clear weather marketing strategy, can boost your brand and take it to the next level of consumer engagement.