O'Keeffe's Creates Weather-triggered Media Plan

The Challenge

O'Keeffe's skin care products heal, relieve and repair dry, cracked skin for those with chronic skin conditions and seasonally dry skin. Unsurprisingly, cold weather only exacerbates these issues. When temperatures drop, its products serve as a perfect remedy. O’Keeffe’s sought to take advantage, but with heightened efficiency. It challenged Empower to be more adaptable and flexible to weather conditions, and activate media during “cold” weather. 

The Execution

With a slashed media budget for the key season — 22% smaller than the previous year — every dollar needed to work harder and smarter. But first, the brand needed to define “cold.” It’s a relative term interpreted differently person to person and region to region. 

Empower analyzed insights from prior digital campaigns, national weather patterns, social listening and syndicated data to turn the subjective into objective. After factoring for temperature (average lows), dew point (dry conditions) and forecast (average low temperature for three consecutive days), it was able to define what was “O’Keeffe’s cold” for each DMA. 

Next, it served up impressions when it was “O’Keeffe’s cold” in regions across the country. It partnered with a weather data source to trigger media based on real-time weather conditions and layered on audience data to strategically target dry-skin sufferers across digital screens throughout their day. The triggered messaging also served on out-of-home digital screens at malls, gyms and doctor offices. 

On the broadcast front, it partnered with The Weather Channel to create a fully flexible schedule that shifted spots based on changing weather patterns, a revolutionary approach that had never been attempted. New technology, data sources and partnerships delivered on flexible, weather-triggered media. 

The Results

  • Double-digit sales increases during the brand’s key season.
  • The creative media strategy is used as a selling point with retailers.

Key Takeaways

Use triggered messaging to put your brand in front of people who need it.

Partner with synonymous media.

Let your strategy do the talking with buyers.

This was a finalist in the Media Plan category in MediaPost’s 2018 Creative Media Awards.

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