Our customer, an online gaming company, has a loyal and dedicated audience, but it was important to drive brand development in a competitive and evolving market by growing the on-site presence of its players and their account deposits. In order to do this, we had to learn more about the client’s audience, where they are, what they do, and when to communicate with them best.

Working with us, the brand played out a possibility that weather could impact greatly consumer engagement. Review of weather patterns against onsite activity in selected cities has shown that play has increased and higher deposits were made on bad weather days. Using this knowledge, a real-time weather API was connected to the Facebook API to allow dynamic automatic advertising to be displayed in the region where they were viewed, based on the weather.

Based on meteorological conditions, the area covered by us was divided into nine regions and assigned relevant creative treatments. This scenario led to an immediate rise in sign-ups, larger deposits being made, and valuable new customers engagement. Compared to activities that did not use weather data, this campaign created a ROI three times higher than any other campaign, and a significant increase of new visitors.