Case Studies » Weather anomalies drive up to 3X the engagement

Weather anomalies drive up to 3X the engagement

Advanced Weather Optimization in Quick Service Restaurant (QSR) delivery

The goal

To identify the exact weather shifts that trigger spikes in food delivery, pinpointing environmental anomalies where consumer responsiveness is highest to maximize digital ad efficiency.

The strategy

A nationwide trial compared real-time weather conditions with regional norms during the spring shoulder season to isolate how sudden atmospheric changes impact consumer habits and conversion rates.

The solution

The campaign deployed Advanced Weather Optimization across The Weather Network and MétéoMédia mobile apps, analyzing when local weather deviated from historical benchmarks. The system evaluated audience engagement across two primary segments:

Temperature variance: Warm Anomalies, Cold Anomalies, and Neutral Temperatures.
Precipitation severity: Meaningful, Light, or No Conditions for both rain and snow.

The results

The trial confirmed that significant weather disruptions immediately accelerate interest in food delivery. While neutral or light conditions caused minimal movement, meaningful precipitation nearly tripled baseline click-through rates. Similarly, warm anomalies drove a notable engagement spike, creating a “false summer” effect during the spring trial that outpaced baseline seasonal performance.

Maximum performance: Relative CTRs

Temperature performance

Warm Anomaly: 6.17%
Neutral Temperature: 4.23%
Cold Anomaly: 5.09%

Rain thresholds

Meaningful Rain: 6.00%
Light Rain: 2.84%
No Rain: 2.14%

Snow thresholds

Meaningful Snow: 6.00%
Light Snow: 2.34%
No Snow: 1.93%

Note: Click-through rates vary depending on campaign-specific factors. These metrics reflect specific historical trial conditions and should not be used as guaranteed benchmarks for future performance.

The campaign details

Markets: National (Canada)

Platforms: Mobile App

Brands: The Weather Network & MétéoMédia