CASE STUDY
Essent revolutionises advertising with real-time weather-based campaigns
Essent started using Cape for their new feed-based campaign. In order to promote their green energy services, Essent needs highly relevant ads that appeal to their target audience. What is more transparent than showing realtime earnings based on the actual weather forecast of your location?
Challenge
Essent promotes sustainable energy, particularly solar power, amid the rising importance of eco-friendly solutions. By highlighting specific locations and their relevant weather conditions, Essent assures customers of the sustainability and cost-effectiveness of solar energy. Leveraging feed-based ads tailored to clients' PR addresses eliminates the need for cookies. Essent requires these ads to be current, automated, and location-specific. Display variations include a leaderboard and skyscraper format, presenting interconnected ads on websites. The skyscraper features a thermometer displaying local temperature, while the leaderboard forecasts savings from solar energy over the next four days.
Objective
Hyperlocal Campaign Activation
Industry
Energy & Utilities
Solutions
The connected weatherfeed API contains a list of cities with the accessory forecast for the upcoming days. This includes: the total of hours the sun is shining, and the minimum and maximum temperature, so you can calculate the average. Essent then calculates how much money their clients can save per day according to this forecast. The output feed is automatically refreshed every night, so the ads remain as up-to-date as possible, and can then be published to DV360 and/or Campaign Manager. Want to experiment with text or color variations? You can change these while the campaign is live, so you can track performance per variation.
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