STIHL is looking to better support local communities during the 2020 hurricane season by serving relevant pre-storm prep reminders and post-storm cleanup tips.
imre developed an innovative, automated social media program to demonstrate STIHL’s commitment to serving customers, and keep the brand top of mind at critical engagement points. We partnered with Weather.com and IBM Watson to create a Facebook campaign that will activate based on weather conditions at the DMA Level. If Weather.com is predicting severe thunderstorms or a hurricane in the forecast, our pre-storm content will be served. Once the severe weather hits, the ads will pause, and resume with the post-storm cleanup content. Our content currently runs across all available Facebook and Instagram placements.
What We Did:
Automated Program | Content Creation & Deployment | Social Planning | Strategy
To date, during the 2020 hurricane season, our early results show significant improvements in performance. Our weather-based targeting successfully increased qualified website traffic with a 136% increase in click-through-rates and a 200% decrease in CPM compared to the 2018-2019 hurricane seasons.