Success Story

Leading insurance company sees 5x more engagement through a combination of custom weather triggers and high exposure integrations specifically targeted to users during every day and severe weather conditions

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Summary

A leading insurance company sees 5x more engagement through a combination of custom weather triggers and high exposure integrations specifically targeted to users during every day and severe weather conditions.

Key Highlights

AccuWeather helped position a leading insurance provider as the reliable source for communities and individuals who may have been impacted by obstacles brought on by the weather.
AccuWeather provided an always-on, targeted campaign, strategically paired with rain, cold, wind, snow, & ice weather triggers.
The high-impact campaign garnered 40MM+ impressions, with an overall CTR of 1.37%

Key Highlights

Lessons learned from the 2019 hurricane season. Reducing the risk and liability before, during and after the storm

An in-depth look at the 2020 hurricane season forecast

Impacts of Hurricanes Barry and Dorian and Tropical Storm Imelda

The Challenge

AccuWeather and a leading insurance provider launched a 2019 campaign specifically around every day and severe weather conditions with the combined objective of positioning this brand as the reliable source for communities and individuals who may have been impacted by obstacles brought on by the weather. Through high-impact forecast page takeovers and an AccuWeather Ready content sponsorship, AccuWeather provided an always-on, targeted campaign, strategically paired with rain, cold, wind, snow, & ice weather triggers. By syncing the takeovers with a relevant content series alignment, the leading insurance brand was at the forefront of any severe weather conversation and was positioned to help consumers learn how to prepare for those weather conditions when they were going to directly affect a user’s area. Utilizing these hyper-local severe weather triggers allowed the brand to accurately pinpoint desired consumers, and thus, AccuWeather delivered a campaign that provided deep engagement and high brand awareness driving consumers to take action.
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The Solution

• High-impact digital executions
• Pre/during/post severe weather triggering
• Custom audience targeting
• Existing contextual brand alignment

By syncing the takeovers with a relevant content series alignment, the leading insurance brand was at the forefront of any severe weather conversation and was positioned to help consumers learn how to prepare for those weather conditions when they were going to directly affect a user’s area.

The Result

  • • The high-impact campaign garnered 40MM+ impressions, with an overall CTR of 1.37%

  • • The severe weather sponsorship that was deployed when severe weather was forecasted in a user’s area garnered over 2.5MM impressions cross-platform

  • • The Pre/during severe weather forecast anchor unit had a cross-platform CTR of 1.77%, compared to AccuWeather’s benchmark of 0.54%

  • • The mobile web sponsorship garnered a 5.60% CTR compared to AccuWeather’s benchmark of 1.2%

  • • The mobile hero unit performed very well, with a CTR of 6% compared to AccuWeather’s benchmark of 4.46%

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