Case Study: UM South Africa achieves record ROI and sales growth with WeatherAds

UM smashes ROI targets in award-winning campaign for Johnson & Johnson's cold & flu brands

UM South Africa, the South African division of global media agency Universal McCann, faced a significant challenge for their client Johnson & Johnson. The core winter campaign for the Benylin and Sinutab cold and flu brands was canceled due to COVID-19 sensitivities, leading to a sales slump and an 81% reduction in their digital media budget.

The vendor, WeatherAds, implemented a solution using three weather signals (rain, cold, and wind) to trigger dynamic ad creatives across social and programmatic display platforms. This weather-precision campaign executed by WeatherAds dramatically exceeded its media KPIs. It drove record sales growth, improved market share by two points, and achieved a 476% higher click-through rate on social media while using 55% less budget than the previous year.

UM South Africa

Yinhla

Media Strategist