Mike Goldberg: Executive Creative Director | Writer | Director
App downloads had ground to a halt as the core audience lost interest in the Weather Channel app. The challenge was how to re-invigorate the core audience with a brand awareness campaign that would be loyal and sustainable over a long period.
People who spend an inordinate amount of time tracking weather. They live and breathe it.
The objective was to create visually arresting content on YouTube that would capture the audience within the very first second. The campaign strategy, “Seek Your Weather” was realized in a series of videos featuring weather nerds who seek out extreme weather for their own personal pleasure. From sponge wearing thunderstorm seekers diving in mud, to traditionally clad Scottish golfers playing golf cart polo in the rain, to men searing meat on overheated car hoods. The videos were designed to rise above the clutter on YouTube and make an emotional bond with the core audience.
YOUTUBE: Data showed that the audience was accustomed to watching extreme weather footage on YouTube and so the campaign had to be highly engaging. YouTube’s Weather Channel was ground zero and all social media was designed to drive consumers to YouTube.
INSTAGRAM: As a mobile focused app this was a key media placement for the mobile centric Weather Channel audience. These IG Story teasers were designed to drive the audience to the Weather Channel’s YouTube channel.
SNAPCHAT: Perfect for short form vertical videos that give a quick tease of the longer form videos. These teasers were designed to drive the audience to the Weather Channel’s YouTube channel.
BANNER ADS: These were placed on Facebook and targeted to the Weather Channel audience.
OUTDOOR: Billboards were strategically placed in known heavy weather locations to engage people to download the app and track their local weather.
BROADCAST: Data showed that a segment of the audience watched golf and the Weather Channel aired the golf cart polo video on the US Open. The video recieved close to 5 million daily viewers and caused a huge spike in app downloads.
The campaign received 5 million organic fully viewed YouTube views in under a week and received an additional 4.8 million views per day on the U.S. Golf Open for 4 days in a row. There was a 1.7 million conversion rate of new subscribers from the Youtube channel. App downloads increased by 35% in the Apple app and Google Play stores. In addition, the content generated incredible conversation among the weather culture and the Weather Channel was central to that conversation.
KPI’s: Number of YouTube views. The number of fully viewed videos. Conversion rate of new subscribers. Increase in App downloads for Apple and Android.