The Cannescast 2024
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Meet the Rainmakers
Visionary brands winning with weather. Yes, weather.
Recognizing Rainmakers of marketing
Despite all her volatility, Mother Nature’s power can be harnessed to build brand love. To understand, even predict, how consumers feel, what they try and what they buy. How? With universal and scaled weather data, AI, and some serious expertise from The Weather Company. Savvy brands are tapping into weather in groundbreaking, creative ways for a competitive edge in the post-cookie future–we call them the Rainmakers.
Each year, The Weather Company honors a select group of brands as Rainmakers to acknowledge their marketing leadership and tell their stories of innovation and connection. From high-visibility event activations and paid media campaigns to speaking opportunities and custom content, Rainmaker brands have the opportunity to amplify their leadership and creativity across the media and marketing industry in partnership with The Weather Company.
Recent Rainmakers
These leading brands and the marketers behind them are harnessing the power of a universal, scaled, and durable signal like weather to transform their business.
Success stories
Milk-Bone® storms the market with weather-powered creative
The beloved dog treat brand harnessed weather’s influence on pet health and emotion to drive awareness and sales of long-lasting chew treats.
%
lift in ad recall via CTV
%
higher CTR compared to benchmarks
EcoFlow powers proactive preparedness
The sustainable energy companion aligned messaging with forecasted severe weather to help consumers prepare for power outages, activating across The Weather Channel app and via The Trade Desk and Meta.
%
lift in brand awareness
x
ROI
Chloraseptic drives appeal for family-friendly remedies
The sore throat spray brand reached parents within organic planning moments and seasonal wellness routines by leveraging the connection between weather and wellbeing.
%
lift in in brand recommendation among target audience
%
lift in purchase intent among target audience
Tyson Foods knocks it out of the park with summer grilling moments
Tyson Foods turned up the heat on the competition with a Ball Park hot dogs campaign optimized for perfect grilling moments, activating across The Weather Channel app and digital out of home.
%
lift in purchase likelihood overall
%
lift in brand awareness with Gen Z
STIHL’s powerful tool for social influence
A global leader of power tools leverages weather’s influence to foster brand interactions and product consideration on social media.
%
increase in time spent on website, year over year
%
increase in video completion rates, year over year
e.l.f.’s glow storm campaign delivers thunderous results
The cosmetics brand drove viral buzz by using weather-driven creative to position its products as reliable in any condition.
%
Increase in brand awareness among women aged 25-43
%
lift in purchase intent through sunny day creative
McCormick builds brand excitement by spicing up its creative
The leading spice maker increased brand favorability and awareness by serving high-impact ads when weather inspired people to fire up the grill.
%
lift in unaided brand awareness
x
higher improvement in unaided brand awareness vs industry benchmark
Further reading
Check out our executive thought leadership in Adweek.
The Art and Science of Weather-wise Marketing
Despite a forecast of continued marketing disruption, one thing remains constant: weather’s influence on consumers.
Read moreHey Marketers – What’s your 2024 Weather Strategy?
Innovative marketers will capitalize on weather’s proven impact on consumer behavior and purchasing habits.
Read moreRelated resources
Let’s talk
What’s your weather strategy? To learn more about harnessing the power of weather to increase engagement and drive growth, contact our advertising experts today.
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