: Case Study: How McCain Foods saw 200% increase in click-through rates for its Monsoon campaign #IndiaNEWS #Case Studies For their monsoon campaign, McCain Foods partnered with WeatherAds, a weather

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Case Study: How McCain Foods saw 200% increase in click-through rates for its Monsoon campaign #IndiaNEWS #Case Studies
For their monsoon campaign, McCain Foods partnered with WeatherAds, a weather activation platform to increase their sales during the rainy spells. The campaign saw a 27% incremental reach for the brand.



This case study explores how Amnet India, the programmatic business unit for dentsu India, facilitated the Monsoon Campaign for McCain Foods. It reached out to its addressable audience based on the weather condition (which in this case was ‘rains’) by leveraging the capabilities of multiple ad tech partners.



Brand Introduction



McCain Foods Limited is a global leader in the frozen food industry and the world’s largest manufacturer of frozen potato specialties. The company’s products can be found in restaurants and retail stores in over 160 countries around the world.



Summary



Amnet India facilitated McCain in reaching out to its addressable audience based on the weather condition (which in this case was ‘raining’) by leveraging the capabilities of multiple ad tech partners.



Problem Statement/Objective



People in India tend to enjoy monsoons with hot and tasty snacks at home. However, during this season, the weather keeps changing unexpectedly. It can be sunny one minute and pouring the next. Keeping the monsoon spirit high, McCain Foods, decided to tap into this consumption moment and drive relevance for its range of products.



Challenges



To reach out to female consumers using personalized messaging particularly during ‘rainy’ weather conditions.



Also read: How Sony BRAVIA’s Google TV integration campaign garnered 8. 5Mn impressions



Execution



Amnet India in partnership with WeatherAds launched McCain’s latest Monsoon campaign.















For the record, WeatherAds, an enterprise weather activation platform, helps harness the power of weather within advertising by setting up automated rules based on weather triggers for delivery activation, boosting visibility during key times, dynamic creative rotations, and much more.







View this post on Instagram A post shared by McCain Foods India (@mccainfoods_india)







Amnet India set up a two-way weather integration using WeatherAds for their DSP (Demand Side Platform) and a weather API (Application Programming interface) at the Adserver level. This enabled them to set up real-time custom weather triggers and personalize the creative based on both location and live weather data, utilizing rain triggers whilst also incorporating real-time temperature into the ads.







View this post on Instagram A post shared by McCain Foods India (@mccainfoods_india)



It set up automated rules based on weather triggers for delivery activation, boosting visibility during key times, dynamic creative rotations.

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