When Wiggle approached us, they wanted their paid display advertising to work harder during key sales periods throughout the year. The first being Spring. It’s a competitive time of year with their customers starting to get out on their bikes again, so Wiggle needed something that was going to stand out.
Focused on the UK, US, France, Germany, Spain and Italy, this global rollout needed to use drivers other than just straightforward discounts.
We decided to create contextually relevant, weather-dependent advertising. We linked Google AdWords to a weather.com API to allow the platform to know where the users were based, check the weather for the coming days and then serve adverts that either focused on sunny days or rainy days. The result was a more relevant advert with a suitable product.
We kept the adverts and website skins interesting and visually engaging through HTML5 animation and alsoensured that the products (road or triathlon) were promoted dynamically within each advert set and matched where the adverts we displayed.
WHAT WE DELIVERED
- Facebook ads
- Paid social
- Web banners and site covers
- Digital advertising
- A global-first campaign for Wiggle that demonstrated the effectiveness of technology driven paid campaigns