STIHL Named ‘Weather Visionary’ for Its AI-Leveraging Social Media Campaign

STIHL Inc. has been recognized as a “weather visionary” at The Weather Company’s exhibit at this year’s Cannes Lions International Festival of Creativity. The Weather Company, an IBM Business, is featuring a STIHL Inc. social media campaign that leverages artificial intelligence to deploy targeted social ads to inform consumers on the best time to maximize their outdoor projects and prepare their yards for different types of weather.

STIHL Inc. recognizes the role weather plays in consumers’ lives and developed a targeted weather-driven paid social strategy. From sunny skies to incoming storms, the social media campaign deployed relevant and timely tips and tutorials to support consumers and local communities during key weather moments.

“Weather is the original influencer and controls so much of what we can and can’t do outside,” said Les Robinson, social media manager for STIHL Inc. “By partnering with the world’s most accurate1 weather forecaster, The Weather Company, we harnessed the technology to provide people with information to help them maximize their projects to improve their lives.”

By activating video assets via both current and forecasted “Clear Skies,” “Warm & Sunny” and “No Precipitation” weather triggers across Meta, STIHL saw improved ad performance year over year. Most significant were video completion rates, which increased by 113%. Reach increased by 61%, link clicks increased by 3%, and traffic increased to the company’s website, www.stihlusa.com, with visitors spending more than a minute on-site for additional inspiration and tips. The stats indicate that this content deeply resonated with the STIHL audience, as it spent above-average time viewing and engaging with it.

The campaign is featured as part of a multilevel art experience that The Weather Company is hosting at the Cannes Lions International Festival of Creativity, June 19-23 — one of the year’s largest global marketing events. Additional brands participating in the exhibit include e.l.f. Cosmetics, McCormick and Toyota.

To learn more about the experience, visit https://info.weather.com/Cannes_2023.html.

Consumers seeking tips or interested in learning more about maximizing their own good weather days for backyard projects can visit www.stihlusa.com.

1ForecastWatch, Global and Regional Weather Forecast Accuracy Overview, 2017-2022, https://forecastwatch.com/AccuracyOverview2017-2022, commissioned by IBM.

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