We know that today’s journey to purchase is multi-channel and multi-device. Attention has never been scarcer. This is why context is more important to people today than it has ever been. With the with the launch of Valspar Exterior we were challenged to come up with a strategy to ensure that content was highly relevant to consumers. Working from research and customer insights together with Valspar we crafted an integrated content and media strategy that targets consumers based on their location and the platform they were watching content on as well as the wether outside.

CONTENT THAT CHANGES WITH THE WEATHER

Content variation for 5 regions to ensure the videos are highly relevant and engaging

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Minimum forecasted temperature for ads to run

By using the same team to drive the strategy of both the media and the content we used an API output of weather.com to only play the targeted ads during weeks when the forecast was for sun on the weekend. This means that we are only spending media budget and advertising to customers when they are in the right context to respond to the ad.

We have over 23 customised intro’s based on platform/ content, location and weather.

Auckland

 

Christchurch

 

Hamilton

 

Tauranga

 

Wellington

 

CHANNEL CUSTOMIZATION

Content variation to suit three channels - Television, YouTube and Video On Demand

BRAND TVC 15 + 30

CUSTOMISED INTRO FOR VOD

CUSTOMISED INTRO FOR YOUTUBE

 

Television

 

Video On Demand

 

YouTube

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