Tang Delivers 40% Higher
CTR by Syncing Ads
with Summer Heat
Audience Reach
CTR vs. Benchmark
Objective
To own the summer moment, Tang aimed to become the go-to refreshment during peak heat, increasing brand awareness and driving high-intent engagement when it mattered most.
Challenge
In a saturated digital landscape filled with summer promotions, Tang needed to stand out. Standard targeting methods weren’t enough to ensure contextual relevance or capture intent at scale. The brand needed a strategy that delivered its message at the exact moment refreshment was top of mind.
Strategy & Execution
To cut through the noise, Tang activated Silverpush’s Parallels Weather Sync, an AI-powered moment marketing platform that syncs ad delivery with real-world weather conditions. Ads were automatically triggered when the temperature hit 33°C, tapping into the moment when the Filipino summer feels most intense.
To further enhance context, ads were also deployed during lunch hours (11 AM to 1 PM), when people are most likely to seek a cold drink with their meals. This precision ensured that Tang’s messaging reached consumers exactly when the craving hit. Delivered across Meta, the campaign was both timely and relevant, maximizing impact during heat spikes and peak engagement windows.
Results
The campaign delivered exceptional outcomes. Tang reached over 2.06 million people and recorded a 0.79% CTR, 40% higher than the industry benchmark. By pairing a legacy drink with cutting-edge AI-driven targeting, Tang redefined seasonal relevance and captured consumer attention at just the right moment.
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