Nestle Maggi wanted to run moment marketing ads based on rain and humidity conditions to influence consumer behavior and drive sales of their Maggi sauces and noodles. They sought to reach their audience at key moments when weather conditions could impact the consumption of their products.
Nestle partnered with DeltaX to leverage their Signal2Ads platform for weather-based triggers, specifically rain and humidity. The triggers were activated in real-time and communicated to DeltaX’s ad platform, which then activated personalized ads on Facebook and Instagram. The ads were live only for the duration of the weather event in their respective cities. DeltaX’s Optimizer, powered by AI algorithms, optimized these campaigns across different segments in conjunction with Facebook Campaign Budget Optimizer. DeltaX Insights provided live monitoring dashboards, performance alerts, and automated reports.
The campaign was successful in reaching the desired audience and influencing their buying decisions. The use of rain and humidity-based triggers led to a 12% lower CPC, 2.4 points lift in ad recall overall, and 3.9 points among women. As the ads leveraged rain-based triggers, there was growing interest and relevance in the creative with the onset of Monsoon across India, leading to a 54% increase in VTR.
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