Under the Weather is the patented, original weather pod; they’ve created a high quality product at a premium price. But the competition on Amazon from low-cost knock-offs and counterfeit products is fierce and shameless, going to great lengths to confuse and convince the consumer. The goals for this strategy were largely to take back what was rightfully theirs – and then some.

1. BEST CAMPAIGN PIVOT
Under The Weather creates pop-up weather protection
pods that have been extremely popular with parents
hoping to stay comfortable while sitting along the sideline
at their children’s sporting events. The brand has grown to
include products for myriad uses, and their success has
spurred many counterfeit, lower-cost and lower-quality
products into the market, hoping to ride on their coattails.
This is especially pervasive on Amazon, where the side-
by-side comparison nature of the site can lend itself to a
race to the bottom.
UNDER THE WEATHER / AMIFY

2. GOALS
UNDER THE WEATHER / AMIFY
Under the Weather is the patented, original weather pod; they’ve created a high quality product at a
premium price. But the competition on Amazon from low-cost knock-offs and counterfeit products is fierce
and shameless, going to great lengths to confuse and convince the consumer. The goals for this strategy
were largely to take back what was rightfully theirs – and then some:
Achieve 80% Brand
Share of Voice
Average a 5% Conversion
Rate across portfolio
Increase competitive
targeting budget to 6%
of ad budget
Launch sponsored
display advertising
Increase category
targeting (originally
16-22% of total ad
budget)
01 02 03 04 05

3. In 2020, the types of events that had traditionally driven business were
largely canceled – but Under the Weather’s pods proved to be a
surprisingly simple solution to social distancing.
To take advantage of this, we helped Under the Weather pivot their
business and adjust their advertising strategy to meet the growing
search trend for products that allow people to stay connected safely.
UNDER THE WEATHER / AMIFY

4. Amazon Listing Content
UNDER THE WEATHER / AMIFY

5. A+ Content
We created a more ownable visual identity alongside benefit-
focused copy that would show, not tell, the consumer that when it
comes to pop up tents, you get what you pay for. And when you
choose Under the Weather, what you get is superior quality,
superior construction and a dogged attention to detail.
UNDER THE WEATHER / AMIFY

6. We also updated their content to
meet the moment, showcasing
the product in use in traditional
sporting events as well as
incorporating important
keywords to help with
discoverability.
UNDER THE WEATHER / AMIFY

7. Strategic shift in focus also positioned Under the
Weather to capitalize on an unforeseen external
promotional feature – a tweet on October 12,
2020, from a best-selling author looking for tents
for a socially distanced hangout.
The tweet went viral, thanks in part to a
somewhat comical image of a woman inside of a
Covid-specific product. Although the thread that
ensued mocked the product photography, the
functionality resonated with her audience.
Aided by this influence,
October saw a 134% increase in
topline revenue and a 64% increase
in ad-attributed revenue at a 60%
increase in ad spend.
UNDER THE WEATHER / AMIFY

8. Strategic shift in focus also positioned Under the
Weather to capitalize on an unforeseen external
promotional feature – a tweet on October 12,
2020, from a best-selling author looking for tents
for a socially distanced hangout.
The tweet went viral, thanks in part to a
somewhat comical image of a woman inside of a
Covid-specific product. Although the thread that
ensued mocked the product photography, the
functionality resonated with her audience.
Aided by this influence,
October saw a 134% increase in
topline revenue and a 64% increase
in ad-attributed revenue at a 60%
increase in ad spend.
UNDER THE WEATHER / AMIFY

9. RESULTS
By restructuring the advertising account to drive rapid learning, category growth and the flywheel effect on key targets across branded, category and competitor keywords
across all ad types (product, display, brand), we were able to achieve:
Conversion
rate increase
Share of Voice for
branded “under
the weather”
searches
+ Expanded category targeting to 15-30 keywords per
style (9 styles), improving category spend to 35% of
ad budget
+ Expanded competitor targeting which contributed 11-
16% of monthly ad-attributed revenue
+ Total Cost of Advertising (TACoS) averaged 2.7-4.9%
48% 88
%
UNDER THE WEATHER / AMIFY