Liberty Mutual

How Grapeseed Media used Weather Targeting to drive 6.2x higher revenue for St. Ann’s Warehouse

Background

St. Ann’s Warehouse promoted Weather Girl, a dark comedy from the producers of Fleabag and Baby Reindeer, performed in Brooklyn.

The theme of the show created a unique opportunity to align advertising with real-time weather conditions making messaging more relevant and timely.

Grapeseed Media leveraged this insight to connect creative dynamically with live weather triggers, increasing engagement and conversion potential.

Project Goal

Drive awareness and ticket sales for Weather Girl through highly contextual, weather-based messaging that engages theater audiences in real time.

Increase ticket sales and revenue
Improve engagement with highly contextual messaging
Maximize efficiency of programmatic spend
Reach theater lovers with relevant creative

Strategy

Weather-Based Targeting: Activated ads based on real-time weather conditions (heat and rain triggers).
Contextual Creative Delivery: Served tailored creatives aligned with weather scenarios (e.g., heat vs rain).
Audience Targeting: Focused on theater lovers using behavioral audience data.
Always-On Campaign: Used evergreen creatives when weather conditions were not triggered to maintain reach.

Platforms

Programmatic Display
Retargeting Channels
Audience Data Platforms

Results

6.2x higher revenue from weather-targeted audiences vs standard programmatic
640% return on ad spend (ROAS) driven by contextual targeting
Rain-triggered campaigns delivered 1,018% ROAS with strong engagement
Heat-triggered campaigns achieved 624% ROAS with higher CTR performance

640%

Return on Ad Spend
6.2x

Revenue Lift
1,018%

Peak ROAS (Rain Campaigns)