Client Context
Odlo is a Swiss sportswear brand known for its high-performance apparel designed for active lifestyles and outdoor sports.
Founded in 1946, Odlo pioneered functional base layers and introduced the world’s first fully synthetic performance underwear. The brand combines Scandinavian heritage with Swiss engineering to deliver technical, stylish, and sustainable clothing for activities like running, cycling, hiking, and winter sports.
With a strong focus on innovation and comfort, Odlo is a favorite among athletes and adventure enthusiasts alike.
As the brand's products are heavily outdoor sports oriented, Odlo wanted to develop more comprehensive overview of how weather affects the weekly sales as well as Odlo's marketing effectiveness.
The Weather Variable in MMM
One of Odlo’s specialities is apparel for winter sports, so for these categories MMM looks whether the weather has supported these sports or vice versa.
Unlike other components of the MMM, weather factor can be also negative, as unusually bad weather has a direct impact on the demand.
Cloudy with a Chance of Conversions
As Odlo’s MMM decomposes total sales into baseline, promotions, media and weather, the team can quantify the effect of weather on sales to understand the historical results more accurately.
While it’s impossible to predict weather on a longer time span, understanding its effects helps to avoid making costly mistakes on the media planning side.
Ad Platform ROAS Bidding & Weather Effects
Majority of digital marketers control their budgets to keep the ROAS metrics stable. But how well the ad platforms adapt to changes in the demand?
One of the interesting findings during the collaboration has been that Google Ads ROAS bidding campaigns respond well to the demand changes caused by weather.
When bad weather conditions cause drops in the overall demand, Google Ads correctly scale down the spend levels not to overspend when demand is low. And vice versa, when good weather conditions boost demand, Google Ads scales up the spend levels and leverages the increased demand caused by weather.
Sellforte’s MMM platform gave us a whole new level of clarity — especially in how temperature impacts demand. We always had a hunch that colder days spiked interest in certain categories, but the model quantified it with precision. It’s helped us optimize campaigns and inventory planning in ways we never could before.
Valeria Luna
Sr. Digital Marketing Manager @ Odlo