The Weather Channel redesigned their flagship app to deliver on their new brand promise: enabling people to live well and make an impact. They were determined to drive brand awarness and relevance for the app while announcing their new brand platform - Be a force of nature - in order to distinguish themselves from the TV network.
They enlisted Kyra to help them reach a younger target audience, while continuing to nurture their standard demo. Our mission was to bring their brand promise, and new brand platform, Be a force of nature, to life in a way that felt authentic, inspiring, and sparked joy – just like the content on their desired audience’s FYP.
Kyra developed an always-on creator marketing strategy optimized specifically for TikTok to help elevate the connection consumers have with the weather and The Weather Channel app. Using our proprietary AI-powered technology, we worked diligently to build a collective of diverse storytellers, hobbyists, adventurers, and lifestyle creators, prioritizing a mix of different ethnicities, bodies, lifestyles, etc. to be as inclusive as possible, re-engaging top performers throughout the campaign.
We ideated custom creative concepts and transformed them into innovative creator-facing briefs, making sure to balance not being overly prescriptive to encourage creative freedom with providing enough inspiration to support creators in achieving their highest creative potential. Our production team worked 1:1 with each creator across all assets to make sure they reflected the goal of the campaign.
How we harnessed the power of TikTok's core pillars:
