Lucky Me! Converts
Rainy Days into Craving
Moments
with Real-Time
Weather
Sync
Impressions
Video Views
Ad Recall
Lift (Meta)
VTR (Open Web)
Objective
As the Philippines' leading instant noodle brand, Lucky Me! sought to drive conversions by connecting with consumers during the rainy season, moments when cravings for hot, comforting food are strongest.
Challenge
The rainy season presented an ideal consumption moment, but traditional ads couldn’t keep up. Static ads lacked contextual relevance, and there was no way to tie the campaign to live weather events. A dynamic, real-time solution was needed for Lucky Me! to make sure its ads appeared when its product was top-of-mind
Strategy & Execution
To seize the power of the moment, Lucky Me! deployed Silverpush’s Parallels Weather Sync, a powerful AI-driven moment marketing platform. Whenever rainfall was detected in key regions across the Philippines, Lucky Me!'s contextual ads were instantly triggered across Meta, TikTok, and programmatic platforms where consumers were most active during downtime indoors.
The campaign was fully brand-safe, ensuring ads never appeared next to inappropriate content, and creatively positioned Lucky Me! As the go-to comfort food when it rained.
Results
The campaign surpassed expectations, achieving 13.1 million impressions and 9.1 million video views. On Meta, it resulted in a 3.4-point increase in ad recall, with an 85% likelihood of recall, and a video view-through rate (VTR) of 36.63%, which is 48% above the benchmark. On OpenWeb, real-time weather targeting yielded a VTR increase of up to 180% compared to standard ad placements. Meanwhile, on TikTok, the campaign achieved a VTR of 98.74%, which is 180% above the benchmark, along with a click-through rate (CTR) of 1.72%, the highest among all platforms.
By aligning real-world conditions with media delivery, Lucky Me! created not just ads, but timely, crave-inducing moments that resonated with Filipino consumers.
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