DRIVING AWARENESS OF SUN BUM WITH ACCUWEATHER
2018 Opportunity
Sun Bum & AccuWeather Partnership
Strategies & High Impact Solutions
AccuWeather has developed a 360 package that reaches the Boho Beauties and Beaus based on their demographic breakdown, interests and location. With proprietary UV index forecasting layered on, Sun Bum will reach their highly engaged and actionable audience at the right place and time.
This media package will highlight Sun Bum’s sun care range, but will also focus on hair & lip care with message and creative alignment.
As Sun Bum’s first entry into advertising their brand, they will be the first-to-market and exclusive sponsor of AccuWeather’s Skin Safety content, driving awareness of the brand. All Sun Bum Skin Safety content will be amplified on AccuWeather’s social platforms, reaching over 2.6MM followers
Boho Beauties and Beaus who use AccuWeather on mobile web or app will be driven to retailers or e-commerce sites based on their location.
AccuWeather & Sun Bum will collaborate to develop social media extensions that drive awareness of the brand and increase engagement with Sun Bum on social platforms through photo of the day sponsorships and sweepstakes.
AccuWeather Audience Breakdown
Reaching the Sun Bum Audience at Scale
AccuWeather will leverage its 1st party weekend traveler audience, based on location and cross-platform search history for weekend forecasts at destinations outside of their locality.
Weekend travelers make up 8.4MM monthly page views across AccuWeather platforms.
AccuWeather users have participated in the following Sun Bum relevant vacation activities in the last year:
- Water Sports (30% reach)
- Cruises (26% reach)
- National Park Visits (23% reach)
- Beach-Going (22% reach)
Social Sponsorship
Sun Bum Photo of the Day
AccuWeather users will submit photos of themselves enjoying a variety of outdoor activities featuring Sun Bum using #sunbum on Facebook, Twitter and Instagram.
1-3 Chosen photos will be featured across AccuWeather’s social media daily, reaching over 2.6 million followers.
Photos will be featured in segments on the AccuWeather Network, reaching nearly 6MM North American households.
Further integration will be in a summer planning video available across all digital properties.
AccuWeather Ready Exclusive Sponsorship
Sun Bum Skin Saftey
Sun Bum will the be sponsor for AccuWeather Ready’s Skin Safety content, driving awareness of the brand and peaking target consumer interest.
Skin Safety content will include videos, infographics, printable checklists, all featuring Sun Bum as the exclusive content partner for this series.
Sun Bum can leverage this content on their own platforms for the duration of the media campaign.
All AccuWeather Ready content is extended to AccuWeather’s social audience, reaching over 2.6MM followers.
Location-Based Brand Messaging
Mobile App Background Integration
AccuWeather will leverage a robust set of location data to reach the Sun Bum audience when they are in proximity to a Target or Ulta.
Weather-based push notifications in the geo-fenced area will prompt users to engage and open their app and interact with a native app experience.
Average CTR 1.18%
Immersive Brand Experience
Mobile Web Background Integration
Sun Bum will reach the AccuWeather mobile audience with a user-first experience, sharing an e-commerce CTA.
Mobile Web Background Integrations will be location targeted to outdoor POIs chosen by Sun Bum (beaches, pools, parks, camp grounds, etc.).
Average CTR 5.06%
1st party demo-targeted to weekend travelers.
Weather triggered to UV index.
Forecast Integration
Desktop Native UV Index Takeover
This 100% ATF unit will surround the local forecast and feature AccuWeather’s proprietary UV forecasting to align with the Sun Bum message.
Average CTR 1.89%
1st party demo-targeted to weekend travelers.
Weather triggered to UV index.
Weather Alignment
Cross-Platform Avalanche
This cross platform 300x250 unit provides messaging across all platforms, reaching the Sun Bum audience at multiple touchpoints.
This unit will dynamically feature the daily UV index for contextual alignment.
Average CTR .56%
Navigation CTR .88% (Instances where the user moved through the carousel creative)
Avg. Viewability 77%
Avg. Engagement 7.25:
1st party demo-targeted to weekend travelers.
Weather triggered to UV index.
Extended Reach
Cross Platform 300x250
This cross platform 300x250 unit provides messaging across all platforms, reaching the Sun Bum audience at multiple touchpoints.
Average CTR .10% (desktop), .61% (mobile web).
Simple CTA to drive users to retail locations or e-commerce sites.
1st party demo-targeted to weekend travelers.
Weather triggered to UV index.
Sun Bum & AccuWeather Partnership
Investment Summary
$50K
X Added Value Opportunities
- Desktop Native UV Index
Takeover - Cross-Platform Avalanche
- Cross-Platform 300x250
$70K
X Added Value Opportunities
- Social Sponsorship
- Desktop Native UV Index
Takeover - Location Based App Integration
- Cross-Platform Avalanche
- Cross-Platform 300x250
$100K
X Added Value Opportunities
- AccuWeather Ready Summer
Skin Safety Sponsorship - Social Sponsorship
- Desktop Native UV Index
Takeover - Location Based App Integration
- Mobile Web Background
Integration with relevant POI
location targeting - Cross-Platform Avalanche
- Cross-Platform 300x250