The Met Office approached RH Partners to promote a new version of their world-leading Weather forecast App.
As well as securing downloads for the App on both iOS and Android devices RH were tasked with increasing awareness and engagement among some of the Met Office’s key audiences.
In partnership with the Met Office RH segmented the existing audience profiles into response-focused groups which could then be targeted across digital platforms. Through this exercise our digital team identified specific criteria and activities taking place in people’s daily lives where having an accurate weather forecast could play a key role, and therefore offer a compelling reason to download the free App.
Key events and potential users included: commuting to work; the school run; planned weekend activities, day-trips and sporting events; as well as owners of new smartphones and users of other weather forecasting apps and websites. This approach allowed creative treatments and calls to action to be developed for specific audiences and time-sensitive events.
Response and engagement-focused activity was deployed across multiple iOS and Android mobile Search, In-App, and Social Media networks in order to provide comprehensive coverage of all audience segments during a six week campaign period. Utilising RH’s custom dashboard interface, we were able to monitor response rates and App downloads in real-time, which provided ample opportunity to improve audience targeting, ad placement, creative, and to optimise time-of-day scheduling to achieve an increasingly efficient cost-per-download (CPA) on a daily basis.