Case Study: Mindshare boosts CTR by 358% for Unilever with WeatherAds

Mindshare boosts CTR by 358% across RTB Display & Video for Unilever's personal care brands with WeatherAds

Mindshare, the media agency for consumer goods company Unilever, faced the challenge of enhancing the relevancy of digital ads for weather-sensitive personal care brands like Dove and Rexona. Their objective was to increase traffic and viewability for these products in southeastern Europe. They partnered with the vendor WeatherAds to implement a weather-targeting solution.

WeatherAds integrated with the DV360 platform to apply automated, temperature-based rules to the campaigns. Ads were automatically paused when the local temperature dropped below 21 degrees Celsius and reactivated when it rose, ensuring ads were only shown in relevant conditions. This strategy delivered exceptional results, including a 358% increase in CTR for Dove's RTB video and a 38% increase in CTR for Rexona's RTB video, significantly outperforming the previous year's benchmarks.

Mindshare

Vlad Bocean

Digital Account Manager