Sweden is a cold and dark country to live in during winter. As a consequence, sales of Gillette Venus razors and blades plummet for 5 months every year. So Procter & Gamble Nordic needed an idea that could connect the Gillette Venus brand with the target group (women 18-35) during the dark season and boost sales when it's -30°c outside. Our strategy was to take our worst competitor – the bad winter weather – and use it in our consumers' favor.

Our solution was Tag the Weather, a form of geo-position weather judo on Instagram and Facebook. Using Instagram, we let them show off their everyday weather to a jury of sun-spoilt bloggers from Rio, Sydney and Miami with the possibility of winning a trip to the latter. Photos uploaded using the campaign hashtag were instantly given a "bad weather score" that increased the worse the conditions were compared to historical data for the same geo position and date. Geo position was also used to offer a local weather-based dynamic discount on Venus ProSkin Sensitive in co-op with an e-retailer.

By letting sun-spoiled bloggers from other sides of the world review and comment on Swedish women's everyday weather, we both evoked sympathy and sold the Gillette Venus dream of a sun kissed beach. Using geo-position and integrating Instagram with weather data, we managed to reward women who experienced the worst weather conditions (wind, temperature and precipitation) every day. As the campaign finale we printed the finalist photos on canvases and hosted a small exhibition on the rooftop of Hotel Breakwater in Miami. Local jury blogger Steffy Kuncman revealed the winner live on Facebook via a Bambuser stream.

Instagram reach approximately 444 500

Tagtheweather.se 159 522 unique visitors

Facebook actions 75 000+

Mobile reach 3 000 000+ unique devices (Sweden's total population is 9m)

Total Facebook & Instagram reach 91%+ of all Swedish women 18-35

Online sales of blades +100%

Online sales of campaign product +570%

By letting sun-spoilt bloggers from other sides of the world review and comment on Swedish women's everyday weather, we both evoked sympathy and sold the Gillette Venus dream of a sun-kissed beach. Using geo-position and integrating Instagram with weather data, we managed to reward women who experienced the worst weather conditions (wind, temperature and precipitation) every day.

As campaign finale we printed the finalist photos on canvases and hosted a small exhibition on the rooftop of Hotel Breakwater in Miami. Local jury blogger Steffy Kuncman revealed the winner live on Facebook via a Bambuser stream.

- Instagram reach approximately 444,500

- Tagtheweather.se 159,522 unique visitors

- Facebook actions 75,000+

- Mobile reach 3m+ unique devices (Sweden's total population is 9m)

- Total Facebook & Instagram reach 91%+ of all Swedish women 18-35

- Online sales of blades +100%

- Online sales of campaign product +570%