Case Study: GroupM reduces plastic waste campaign costs and boosts click-through rates with WeatherAds

GroupM taps into weather signals in campaign to reduce plastic waste on motorways in Austria

GroupM, the media investment company for Austrian infrastructure firm ASFINAG, faced the challenge of raising awareness about plastic waste on motorways. Their goal was to promote reusable bottles over single-use plastic by driving traffic to an online sustainability quiz, with a key objective of optimizing clicks on Facebook ads for their client.

The vendor, WeatherAds, provided a solution where Facebook ads were automatically triggered by real-time weather data. Ads promoting the "Fill up, don't throw away" message were activated in specific Austrian cities when the temperature exceeded 28 degrees, making the message more contextually relevant. This weather-targeting strategy implemented by WeatherAds resulted in exceptional performance, with click-through rates reaching 7% and a lower cost per click for the campaign.

GroupM

Daniel Schenkermaier

Account Manager