Success Stories

Kingsford® Charcoal Engages with Consumers via Weather-Responsive Ads

When Kingsford Charcoal wanted to improve its advertising efficiency, it worked with Valassis Digital to target the right consumers when the weather was conducive to barbecues.

Valassis Digital proposed a two-pronged strategy:

  1. Serve weather-responsive rich media ads to targeted neighborhoods when local temperatures exceed 70°F. The digital ads would highlight the upcoming warm weather and entice consumers to stock up on charcoal for their cookouts.
  2. Test two landing page offers—one that would give users recipes for cookout dishes, and another that would give shoppers a coupon.

 

Audience Targeting


Valassis Digital helped Kingsford find crowds of its core shoppers by using:
  • Neighborhood-level audience intelligence
  • Real-time interest data
  • Geographic targeting to measure proximity to retail stores

Using this digital advertising strategy, Kingsford:

  • Achieved Better Engagement—The extremely targeted and timely ads helped the brand achieve a click-through rate (CTR) that was more than three times the industry average.
  • Discovered the Optimal Promotion—The brand monitored the engagement rates of both of its promotions in order to determine which ad was more enticing. Both offers performed well, but audiences responded slightly better to the coupon.

 

 

 

  • Pinpointed Peak Advertising Days—Valassis Digital analyzed engagement rates in real time and optimized toward peak times. The campaign saw higher responses later in the week and on the weekends.
  • Increased Purchase Intent—During the campaign, Valassis Digital ran a survey that asked potential consumers about their likelihood of purchasing the charcoal for the upcoming weekend. The survey results showed that more of the test group than the control group intended to purchase the charcoal.

 

Weather-Based Advertising

  • Real-time weather data helped Kingsford advertise to consumers when they were most likely to shop for charcoal and grilling supplies. This ensured that the ads would be relevant and the placements would be effective.

 
When it comes to advertising seasonal products, brands used to have to wait for peak months for their ads to be successful. However, as Kingsford quickly found out, with the right technology and data sources, seasonal products can sell successfully year round. In the end, Valassis Digital helps you sell the right product to the right customer in the right location at exactly the right time.

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