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Stihl Inc. Named ‘Weather Visionary’ by The Weather Co.
Stihl Inc. has been recognized as a “weather visionary” at The Weather Co.’s exhibit at this year’s Cannes Lions International Festival of Creativity. The Weather Co., an IBM Business, is featuring a Stihl Inc. social media campaign that leverages artificial intelligence to deploy targeted social ads to inform consumers on the best time to maximize their outdoor projects and prepare their yards for different types of weather.
Stihl Inc. recognizes the role weather plays in consumers’ lives and developed a targeted weather-driven paid social strategy. From sunny skies to incoming storms, the social media campaign deployed relevant and timely tips and tutorials to support consumers and local communities during key weather moments.
“Weather is the original influencer and controls so much of what we can and can’t do outside,” says Les Robinson, social media manager for Stihl Inc. “By partnering with the world’s most accurate weather forecaster, The Weather Co., we harnessed the technology to provide people with information to help them maximize their projects to improve their lives.”
By activating video assets via both current and forecasted “Clear Skies,” “Warm & Sunny” and “No Precipitation” weather triggers across Meta, Stihl saw improved ad performance year over year. Most significant were video completion rates, which increased by 113%. Reach increased by 61%, link clicks increased by 3%, and traffic increased to the company’s website with visitors spending more than a minute on-site for additional inspiration and tips. The stats indicate that this content deeply resonated with the Stihl audience, as it spent above-average time viewing and engaging with it.
The campaign was featured as part of a multilevel art experience that The Weather Co. is hosting at the Cannes Lions International Festival of Creativity, June 19-23—one of the year’s largest global marketing events. Additional brands participating in the exhibit include McCormick and Toyota.
To learn more about the experience, visit info.weather.com/Cannes_2023
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