B&Q helps millions of people improve and protect their homes. Customer insight and product purchase patterns showed that the great British weather is a key factor in driving impromptu house and garden repairs over the Autumn/Winter period. Our challenge was to leverage this data without appearing to capitalise on homeowners’ misery.
We knew we were talking to 35-55 year old homeowners who lacked confidence in effectively managing house and garden repairs. And of course extreme weather is unpredictable. So we needed to find a way to reassure and motivate them to deal with the worst that British weather doles out, be that rain, wind, ice or snow.
Why not provide timely and helpful support before, during and after extreme weather conditions? Working closely with B&Q’s programmatic partner, we created an infrastructure that integrated automated triggers and campaign activity. For example, when the Met Office released a weather warning we served a relevant ‘Get ready’ ad and sent an email to relevant B&Q subscribed customers. Once the Met Office issued the all-clear we served ‘Affected by?’ messaging, offering repair guidance.
Unpredictable factors like the weather are perfectly aligned with a programmatic approach. We automatically triggered unique creative assets based on real-time weather reporting.