When the weather takes a turn for the worse, the Thermoball jacket from The North Face is at its best. To increase sales of the jacket while increasing brand exposure and awareness, The North Face tapped into the targeting power of WEATHERfx. They delivered ads to consumers when they were experiencing bad winter weather, and leveraged the WEATHERfx API to serve up weather-triggered, geo-targeted promoted tweets, which seamlessly extended the messaging onto social media.

It was so successful, the brand ventured into a second effort, which garnered 308K engagements and a 5.94% engagement rate—20% higher than Twitter’s retail engagement benchmark.