Case Studies / Dentsu Austria and TUI

Dentsu improves cost per purchase for TUI by 43% with Skai’s Weather-Based Automated Actions


TUI, a prominent travel and tourism company based out of Austria, aimed to increase audience engagement and find efficiencies on Meta during their peak season. In partnership with their agency, Dentsu, they looked to Skai’s™ advanced Paid Social capabilities to deliver more personalized and contextually relevant ads in hopes of accomplishing this.


Dentsu knew that ad relevance played a key role in influencing user behavior, specifically that users may be more likely to engage with ads that reflected current weather conditions. Through Skai’s Weather-Based Automated Actions, they could provide their client with a unique solution to hopefully increase engagement on Meta while taking the user’s local weather into consideration.

Skai’s Weather-Based Automated Actions use weather conditions to automatically update ad statuses, bids, or budgets within specific geos based on weather events. For example, if the Weather-Based Automated Action was triggered by rainy weather in a user’s area, it would launch an ad that would suggest “Leave your umbrella at home.” Similarly, if clouds were forecasted, the ads that were launched would suggest “Grey clouds overhead? Time for a seaview.” This approach aimed to directly influence users’ emotions and purchase intent by aligning the ads with their current mood and surroundings. This innovative feature allowed TUI to integrate weather forecasts into their advertising strategy on Meta, revolutionizing the way they interacted with potential customers.


By tailoring ad content to real-time weather conditions through Skai’s Weather-Based Automated Actions, Dentsu achieved impressive results. After only one month of running the campaign, they saw a 43% decrease in cost-per-purchase on ads triggered by rain and snow, and a 39% higher ROAS and 23% higher purchase value for ads triggered by snow.

“Skai’s Weather-Based Automated Actions have revolutionized the way we approach advertising strategies for our clients like TUI. By seamlessly integrating real-time weather data with tailored messaging, we’ve not only enhanced audience engagement but also achieved TUI’s goals with remarkable results.”

Karmen Bekavac
Paid Social Director, Dentsu

About TUI

TUI is the UK’s leading travel and tourism company with over 100 years’ experience and 27 million happy customers. TUI is renowned for its comprehensive range of travel services, including vacation packages, flights, accommodations, and cruises. With a focus on creating unforgettable travel experiences, TUI caters to a diverse range of travelers, offering destinations spanning from popular tourist hotspots to off-the-beaten-path adventures. Committed to delivering exceptional customer service and innovative travel solutions, TUI has established itself as a leading player in the travel industry, connecting people with their dream destinations and fostering memorable journeys.

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About Dentsu

Dentsu is a renowned global team of agency brands that operates at the forefront of the advertising and digital industry. With a rich legacy spanning decades, Dentsu has established itself as a pioneer in delivering innovative and creative marketing solutions to a diverse range of clients. With a presence in multiple countries, Dentsu’s expertise encompasses a wide spectrum of services, including advertising, media planning, digital marketing, and strategic consulting. Dentsu’s commitment to harnessing the power of data and technology enables them to create impactful campaigns that resonate with audiences and drive tangible business outcomes for their clients.

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