Case Study: TUI achieves a 43% lower cost per purchase with Skai’s Weather-Based Automated Actions

Dentsu improves cost per purchase for TUI by 43% with Skai’s Weather-Based Automated Actions

Dentsu, working with its client TUI, wanted to boost audience engagement and improve media efficiency on Meta during peak travel season. Using Skai’s Paid Social capabilities, they looked for a more personalized way to make ads feel relevant to users based on their local conditions.

Skai’s Weather-Based Automated Actions let Dentsu automatically adjust ad statuses, bids, or budgets based on weather events in specific geos, creating weather-tailored messaging for TUI’s campaigns. The approach delivered strong results in just one month, including a 43% decrease in cost per purchase on ads triggered by rain and snow, plus a 39% higher ROAS and 23% higher purchase value on snow-triggered ads.

Dentsu

Karmen Bekavac

Paid Social Director