The Weather Channel

Wise Media Dollars = Big Rewards

The Challenge:

After The Weather Channel launched a major overhaul to their app, they needed a way to reach a large audience of existing app users to make them aware of the update. In addition to existing app users, they needed to reach a new audience of people to drive new downloads.

In addition to driving new downloads, The Weather Channel needed to lower their CPI (cost per install) with their advertising strategy being heavily weighted towards mobile and social ads.

Our Approach:

Swarm's strategy and media team developed a targeted strategy around the times and days that people typically search for and download weather apps. Rather than throwing media dollars at a mass audience, we targeted mobile and social users specifically around times and locations with inclement weather. This allowed us to boost performance and conversion rates significantly. We also created a process for rapidly testing and tweaking creative which increased clickthrough rates and drove cost-per-install down to an all-time low.

The Results:

  • Campaign drove over 65k downloads, 59% over target of 41,460 downloads
  • iPhone Cost Per Install came in at 56% below target
  • Android Cost Per Install came in at 61% below target