By leveraging The Weather Channel’s mobile media (in addition to tablet and desktop), her #1 resource for the weather, we predicted her hair’s forecast based on the local weather. If she was battling 90% humidity in Chicago or dry heat in Phoenix, we geo-targeted a message with a relevant Pantene product to combat that day’s bad hair conditions and sent her shopping at her go-to destination for solving immediate hair problems, Walgreens.

We successfully made checking her hair’s forecast part of her daily routine and inserted ourselves into her social vernacular, seeing monthly impressions of #haircast tweets increase by 7441%.

In the end, not only did we restore confidence with our key retail partner with a 24% Pantene sales increase at Walgreens , we also won back our target by giving her 100% chance of self-confidence, optimism and sunny dispositions, whatever the weather.