Haglöfs
Reaching over 7 million people across northern Europe and Scandinavia to drive both brand awareness and sales.
Haglöfs, the leading brand for the outdoor market, use Emerse to advertise programmatically. We distributed their two-phase video campaigns, consisting of two videos; Spitz and Beat the Elements. The primary goal for both campaigns was to create a positive feeling around Haglöfs as a brand and to clearly communicate the idea that if you have the right clothes, you can be outdoors no matter what the weather. Delivering as many quality, highly targeted and as many completed video views as possible, while expanding their audience.
Challenges
Both campaigns aimed to reach an audience with an interest in the outdoors. We were also challenged to find a new audience that might not yet have explored the outdoors much, or who could be interested in functional weatherproof garments.
Solutions
We developed a bespoke technology that allowed us to target Haglöfs’ audience based on the viewer’s current or forecasted weather conditions. The more powerful the wind strength, the more exposure to the target audience.
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Video Views
Results
Both video campaigns resulted in a significantly high volume of completed views. We measured over 7.1 million video views and 2.6 million completed views across the targeted countries in Scandinavia and northern Europe.
Targeting Powered by the Wind
The weather has the biggest single influence on consumer behaviour after the economy according to the British Retail Consortium. The weather affects what we buy, where we go, what we wear, what we eat, and how we feel. Certain products are completely weather related.
We developed bespoke weather targeting technology, a clever way of intensifying the activity of weather-sensitive advertising when the weather conditions resonate with the content of Haglöfs video campaigns. Automatically decreasing the pace of campaign activity when the weather is not conducive to clicks and sales. The weather trigger can be based on a single weather element or a combination of elements.
We used the Beaufort wind force scale as the weather trigger, a standard scale to measure wind velocity. When the wind force hit a certain level in a particular location, the exposure increased accordingly. The more powerful the wind strength, the more exposure to the target audience.
