How Tailor Digital achieved 52% higher ROAS for America Today with Hunch’s weather-based ads
The challenge
Creating timely, weather-relevant ads was time consuming and inconsistent
Tailor Digital, together with their client America Today, set out to build a campaign that felt truly relevant, driven by real-time weather conditions. America Today, a popular clothing brand for men, women, and kids, understands how much the weather impacts their audience’s buying behavior. With raincoats making up 30–40% of their total revenue, they wanted to create a weather-based campaign that will feel personalized and relevant.
Before Hunch, their strategy involved manually tracking the weather forecast, and spinning up last-minute raincoat campaigns when bad weather was predicted. But that came with its own problems: no real-time accuracy, limited personalization, and a whole lot of manual work. Plus, weather in the Netherlands can vary drastically between regions - what’s pouring in Groningen might be sunny in Maastricht. This made it nearly impossible to stay truly personalized and relevant at scale.
The solution
Automated weather-based ads delivered real time, location specific messaging
When we began working with Tailor Digital, we set up a fully automated, weather-based ad system that enabled America Today to deliver location-specific creatives across 70 cities in the Netherlands. Moving away from one-size-fits-all messaging, the brand adopted radius-based targeting, showing weather-relevant ads based on real-time conditions.
We built two types of creatives: rainy and neutral. The campaign itself was split into two parts: a non-DPA campaign focused on driving traffic, and a DPA always-on campaign for product-based retargeting - the latter serving as the main performance driver.
The setup was simple but highly effective. We created an automation plan using two sheets: one to manage locations and ad status, and the other, a weather matrix, where Tailor Digital defined which creative (rainy or neutral) should be active under specific weather conditions. America Today only needed to fill in the weather matrix and city names; we handled the rest, from creative production to feed automation.
Our weather feed, connected to a live API, updated every hour. This meant creatives would switch automatically based on local weather. If it started raining in Amsterdam, users in that area would instantly see the rainy-day creative.
The results
Real-time weather targeting boosted performance and cut acquisition costs
Weather-based ads significantly outperformed the regular ones across the board.
The standout performer? The raincoat DPA ad shown during rainy conditions. It not only grabbed more attention but also converted better:
- CTR jumped to 1.3%, compared to 1.1% for the neutral version
- CPA dropped by 35%
- ROAS was 58% higher
And when looking at a year-over-year comparison between weather-triggered raincoat ads and the standard approach, the results were even more striking:
- 52% higher ROAS
- 91% lower CPA
The bottom line? Personalizing ads based on the weather isn’t just a nice touch - it’s a real performance driver.
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