Connect with seasonal audiences: how weather triggers drove a 17% performance lift

For the third year, Frequency is partnering with one of the largest home improvement retailers to run a spring-themed audio campaign focused on increasing sales across their 1.7k U.S. locations. Using weather triggers to build excitement around the spring season, the retailer has seen a 17% lift in performance in previous years – and the momentum is only growing.

Campaign overview

As spring rolls into full force, the home improvement retailer increases their push for lawn and garden products to capture customers getting their backyards ready for the upcoming season. The campaign targets homeowners in DMAs with store locations, promoting products such as fertilizers, mowers, trimmers, electric pressure washers, and more.

Temperature targeting

Powered by AccuWeather data, the campaign uses temperature to reach listeners with relevant messaging. The targeting rules are set to deliver ads to retail markets with an average temperature increase of seven degrees over the last three days, inspiring listeners to prepare their outdoor space as they savor the warm weather streak.

Performance lift

By adding an element of personalization, the brand has been able to make a splash in audio year-over-year, supercharging campaign performance and increasing ROI.

Leveraging dynamic weather targeting in previous years, the brand saw over 1.8M incremental site visits – representing a 17% lift in website traffic. The incrementality was determined through a campaign attribution and lift analysis in which site visits were measured before and after the campaign.

Interested in learning more? Read the case study here or contact

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