Best Environmental Integrated Ad Campaign

This year, weather.com partnered with State Farm on a Safety and Preparedness campaign designed to offer serviceable advice on how to prepare for severe weather throughout the year. The partnership is not new, but the digital content offerings were more involved and robust than in years past. Our 2020 goal was to increase brand awareness, and create an index of in-depth stories of Mother Nature’s impact on people, allowing them to become lessons for future preparedness. These pieces feel more like the unique feature stories weather.com’s editorial team creates and less like typical sponsored content. As such, they required more time and effort to produce, but we hoped the end results would rival any of the longform pieces on the site outside the partnership. We strived to ramp up our visual storytelling components as well. In order to cover the devastating impact of major storms and shed light on the challenges those impacted faced, we created in-depth slideshows from photos taken by seasoned, local, meteorological photographers who were at the scene of a natural disaster within hours. Aside from bolstering our content catalogue, our goal was to improve our overall audience impressions.

Contributors:

Branded Content Editor:	Ally Hirschlag
Client Success Lead:	Jessica Goss
Product Marketing Lead:	Clare Clifford
Account Director:	Beth Tomburrini
Account Manager:	Caroline Crosby

THE WEATHER CHANNEL, AN IBM BUSINESS

Location: USA

About the Agency:

For over 35 years, The Weather Channel has been on a mission to keep people safe and informed. From the daily forecast to tracking a Category-5 hurricane, we're committed to providing the world's most accurate forecast to help people make better decisions.