Objective

Nokian Tyres in North America wanted to use the fact that tire demand is directly influenced by sudden weather changes and regional climate differences to their advantage. To improve their advertising effectiveness and deliver higher quality website traffic with locally optimized, weather-driven ad creatives across Meta, the team needed a scalable way to align media spend and messaging with real-world conditions in the exact moments purchase intent peaked.

Solution

To test this hypothesis, Nokian Tyres partnered with their agency s360 to design a controlled experiment powered by Smartly’s automation. Using live weather data from OpenWeather and connected to Smartly, the team built an always-on infrastructure that automatically adapted feed-based creative and copy in real time at the city level across Meta.

Three dynamic Creative Templates across video and image formats were developed around specific weather conditions with matching products: “Snow”, and “Under 45°F,” along with a generic fallback. Creative elements in the ads were dynamically updated to match the different weather conditions across 12 cities in Colorado, Michigan, and New York in real-time. Using Meta Experiments, the team split audiences into mutually exclusive groups to compare static ads against weather-triggered variations, ensuring a clean performance comparison.

By unifying creative automation, media execution, and real-time intelligence in a single AI-powered advertising platform, Nokian Tyres eliminated manual production bottlenecks and unlocked scalable personalization. What would have been operationally impossible to monitor and optimize across 12 cities became fully automated and performance-driven. The result: a 90% increase in landing page views, a 55% reduction in cost per landing page view, and an improvement of 7.5% in session length, proving that real-time relevance directly drives both efficiency and business impact.