Weathermob

Social-Sourced Weather Network

Brief as received

We are creating a global social network around sharing the weather to connect people and make weather forecasting more accurate.

Create a social brand that encourages people to share their weather observations and activities to contribute to making weather reporting more accurate and the outdoors more fun.

Research & Insights

Online, adults 18-64: Weather apps used and weather apps enjoyed. Social media used and enjoyed.

Target constantly talks about the weather…and a lot of it is on Instagram (Pics of “clouds” are huge on the platform).

Target constantly talks what they are doing outside… and lot of that is on Instagram (Pics of the skiing, surfing, running etc are huge on the platform).

App tracking reveals mobile phone users open their weather app almost more than any other app - but each session averages only 7 seconds because weather apps are science and numbers based - not engaging.

Target says they would want to get the weather from Instagram posts if they could. Target says sharing outdoor activities on instagram would tag the conditions if they could.

Re-framed brief

What does a welcoming, social weather brand look and feel like?

(What would Instagram be like if it was a weather app?)

Sharpened audience definition

25-54 year olds who are active and on social, but feel less comfortable posting about themselves.

Problem identified

Most weather brands are “made by nerds for nerds” - they look like they were created by scientists because they are.

Weather is not fun (Have you seen the weather channel?).

Insight that shed new light

There are many activities based posts on Instagram that tag “conditions” (skiing conditions, surfing conditions, running conditions, etc)

Active people are showing the “conditions” during their social activity, but there isn’t a brand to enable and encourage this behavior at scale.

Marketplace & cultural understanding

Everything happens in the weather.

The condition effect our mood and our activity.

Weather is a global icebreaker for strangers - huge comments numbers on instagram.

A new way of thinking about the product or brand

Build the brand around the “current condition,” what you're “doing in it” and how it’s making you “feel.”

Capture the feelings produced by the weather and make them as easily understood as an Instagram feed.

Work the brief inspired

Weathermob

Global Social Weather Network.

Brand is very inviting and un-intimidating - flat and simple.

The product can be used with a single hand to look at the weather of others or report on your own.

We designed hundreds of collections of pictogram icons to ensure no matter what language you spoke or could read, you could participate in Weathermob.

Results

Weathermob grew from our launch in the UK to more than 60 countries in less than 2 months with zero advertising or paid promotion.

“Apple App Store Editorial” placed Weathermob in App Store “Feature” more than ten times for its design.

With no promotion, Weathermob spread to more than 80 million users across more than 100 counties in two years.

Weathermob was acquired by Japanese Weather Company, Weathernews, inc.