Stihl, Virginia Beach, Va., has been recognized as a “weather visionary” at The Weather Co.’s exhibit at this year’s Cannes Lions International Festival of Creativity. The Weather Co., an IBM business, is featuring a Stihl social media campaign that leverages artificial intelligence to deploy targeted social ads to inform consumers of the best time to maximize their outdoor projects and prepare their yards for different types of weather.
Stihl 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, Stihl.
Robinson said by partnering with The Weather Co., Stihl harnessed the technology to provide people with information to help them maximize their projects.
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. The campaign was featured as part of a multilevel art experience that The Weather Co. hosted at the Cannes Lions International Festival of Creativity from June 19-23.