Title	JR. FORECAST
Brand	KRONANS APOTEK (PHARMACY)
Product/Service	JR. FORECAST
Category	A07. Use of Real-time Data
Entrant	PERFECT FOOLS Stockholm, SWEDEN
Idea Creation	PERFECT FOOLS Stockholm, SWEDEN
Production	PERFECT FOOLS Stockholm, SWEDEN
Additional Company	KRONANS APOTEK (PHARMACY) Stockholm, SWEDEN

Name	Company	Position
Nayeli Kremb	Perfect Fools	Art Director
Ebba Körlof Sundberg	Perfect Fools	Copywriter
Melissa Nilsson	Perfect Fools	Designer
Klas Lusth	Perfect Fools	Creative Director
Tony Sajdak	Perfect Fools	CTO
Ann Ystén	Perfect Fools	CEO
Charlotte Zetterström	Perfect Fools	Senior Producer
Emelie Friis	Kronans Pharmacy	Head of Marketing
Jonas Hong Soo Eriksson	Sluter är Nära	Director

Why is this work relevant for Creative Data?

In a both unique, warm and human way, The Jr Forecast proves that data is more than digits, decimals and hard cold facts. It also proves that data comes in many shapes, sizes - and ages. We simplified. We humanized. We educated. But most of all, we put the kid’s in the forefront and let them talk to the target audience in a way that made them both listen, feel and make a real change.

Background

Any parent sees it as a given to apply sunscreen on the kids during a day at the beach. Unfortunately, that’s not the case when it comes to the countless hours on the playground, or at school during the spring. But same sky - same sun. And the same amount dangerous UV rays. Our brief was to create a campaign and activation, targeted to parents of children between 0-15 years, that raised awareness on the importance of children wearing sunscreen, while also proving that Kronans Apotek is a pharmacy that takes great responsibility, and gives guidance and support to families with children. Another vital goal was to kick-start the sales of sunscreen and related products, both online and in stores, during the spring months (before the summer when peoples purchase patterns of these products mainly correlates to the weather being good or bad).

Describe the idea/data solution

Our solution became The Jr Forecast: daily, automatically generated (based on who was watching and where that someone was located) weather reports that were published on Facebook and Instagram. In other words – custom made and super local. To make them even more appealing to the target group of parents, we let the people of the hour themselves– the kids– host the reports. We built a bespoke technology to generate a video based on the user’s location. It took a feed from a weather API, selected one out of dozens videos of junior weather presenters for specific weather condition and merged it with a super local weather map in the background. The reports were delivered as targeted sponsored Facebook and Instagram ads based on geolocation. Each was hyperlocal— not just citywide but down to a suburb, such as Södermalm in Stockholm. Over the course of 6 weeks, in May and June, the forecasts were generated daily and targeted to audiences in 25 different locations across Sweden.

Describe the data driven strategy

To make our target group react to our important message we wanted the viewer of our ads to get the feeling that they were made personally just for them. In order for that to happen, we needed to both pinpoint, and use, their specific location where they were when they viewed our ad, and make the message in them as relevant as possible. With a combination of map-, weather- and product data we realised the possibility to create specific recommendations for each viewer, and by letting children be the presenters we made sure that the message would be noticed and liked.

Describe the creative use of data, or how the data enhanced the creative output

To create local forecasts, we gathered 24-hour forecasts on each location through a weather API. Based on the returned data we analyzed the weather condition and UV-index to determine the right recommendation to give the viewer. The data was sent to a video rendering farm where we rendered unique weather videos for each different location. Once rendered the system updated Facebook Ads manager with new videos and targeted users locally with an updated video forecast and text recommendations. The system was fully automated and updated videos every hour in case the weather would change.

List the data driven results

With a moderate budget, we managed to build something that hadn’t been done before - that both gathered and presented custom made data driven weather reports and sunscreen recommendations in real time. By using social media for the presentations, we could target our specific target group and ensure maximum cost effectiveness and impact. During the course of six weeks, we managed to reach almost 50% of our target group, and we got over seven million views for our targeted weather reports. The sales of sun products increased by almost 20% compared to the same period the year before and, for the first time ever, the average age of buyers in the category went under 40 (which is a big thing considering that the average buyer at Kronans Apotek is a 55 year old woman).