Red Wing’s work boots are designed for workers in rigorous industries such as mining, logging, and farming. To reach customers who were likely to be interested in work boots, Watson Advertising created custom WEATHERfx triggers to reach consumers when weather conditions were likely to cause a spike in work boots sales, and applied JOURNEYfx location-derived audience targeting to reach consumers who were likely to be in need of work boots.

Watson Advertising conducted a data analysis across Red Wing’s 500 retail locations to match individual transactions to weather conditions going back 3 years, and created custom WEATHERfx triggers to reach consumers when weather conditions were likely to cause a spike in work boots sales.

Through a custom data analysis of Red Wing’s consumers’ real-world behaviors, Watson Advertising applied JOURNEYfx location-derived audience targeting to reach consumers who were likely to be in need of work boots, like people who work outdoors at construction sites.

Custom store locator adaptors displayed the closest store to the user, reaching Red Wing’s target audience in a brand-safe environment on The Weather Channel app, desktop and mobile website.

To extend the audience for this campaign, Red Wing applied this data targeting to media everywhere - on The Weather Channel properties, across their entire campaign running on AppNexus, and via digital out of home via Vistar.

By leveraging this combination of media and data solutions, Red Wing Shoes saw a 41.4% lift in store visits, 360% above benchmark, and 21K+ incremental visits to stores. In addition, Watson Advertising was able to reallocate 19M impressions out of 74M total campaign impressions to better performing weather conditions, saving nearly one third of Red Wing’s plan from under-achieving placements.