During a winter storm, Nickelodeon wanted to send out snow day activity packs with personalized creative for the affected regions.
The team knew that a lot of parents would be looking for something to do with their children if they had the day off. By using weather-targeting, Nickelodeon sent out emails that changed in real-time according to the forecast. If it was snowing, the copy changed to display “It’s A Snow Day!”
- 75% lift in CTR
This is a great campaign, because Nickelodeon used weather-targeting to offer recipients something of real and immediate value that allowed them to build an experience with their kids. Rather than just email marketing, this was contextual content marketing at its finest.
Blaise Lucey, Content Marketing Manager, Movable Ink