The bottleneck of manual local relevance

For manufacturers and brands where consumer demand fluctuates with real-world conditions, purchase intent is rarely static. It is heavily influenced by external, real-time variables — for a premium tyre manufacturer like Nokian Tyres, none more decisive than local weather.

In a market as climatically diverse as the US, the need for winter tyres can shift overnight. Relying on scheduled, “one-size-fits-all” campaigns meant showing snow-tyre ads to consumers enjoying 60°F sunshine, while missing the critical window during a sudden local blizzard. A generic message lacks real-time urgency and fails to resonate with consumers’ immediate needs.

Yet achieving this level of contextual precision presents an immense operational challenge. Manually monitoring local variables while simultaneously adjusting creative assets across regions is a logistical hurdle that demands disproportionate human effort. To ensure high brand relevance and efficiently capture immediate demand, Nokian Tyres needed a way to automate ad assets and delivery, matching its messaging to the exact moment a consumer’s local weather shifted.

Automating ads with live data

To address this operational bottleneck, we replaced the manual campaign setup with an automated, data-driven strategy. The objective was to demonstrate that locally optimised creatives, triggered by real-time data, could actively scale advertising relevance without adding manual workload.

We connected a live weather API with a centralised data feed to create an automated trigger system that constantly monitored local conditions across the 12 target cities.

We then fed this live weather data into Smartly, using it as automated input for Meta’s ad platform. When predefined variables were met — such as a sudden drop in temperature or forecast snow — Smartly automatically activated highly relevant image and video templates. These dynamic assets inserted the user’s exact city name and current local data directly into the ad copy.

" The North American climate is diverse, making it challenging to hit our target audience with the right message at the right time. Using Smartly made it possible to tailor ad creative and messaging at scale, improving local ad relevance to boost seasonal campaign performance."

Nick Swiney

Digital Marketing Manager, Nokian Tyres

" The North American climate is diverse, making it challenging to hit our target audience with the right message at the right time. Using Smartly made it possible to tailor ad creative and messaging at scale, improving local ad relevance to boost seasonal campaign performance."

Nick Swiney

Digital Marketing Manager, Nokian Tyres

By deploying this combination of real-time data and Smartly’s creative automation, Nokian Tyres delivered local, contextually relevant ads across multiple regions simultaneously. This automated setup completely removed the friction of manual design, localisation and campaign management, allowing the system to run effectively on its own.

WHAT IS SMARTLY?

Smartly is a leading digital marketing platform that enables brands to launch campaigns faster across channels, localise at scale, and continuously optimise based on real-time data.

WHAT IS SMARTLY?

Smartly is a leading digital marketing platform that enables brands to launch campaigns faster across channels, localise at scale, and continuously optimise based on real-time data.

Scaling relevance and driving efficiency

Rather than allowing manual processes to limit real-time responsiveness, we turned live weather data into an automated advantage. The dynamic assets drove as much as 149% increase in landing page views as local conditions intensified. Because the system ensured that ads were shown only when the context was highly relevant, the automated approach proved remarkably efficient, reducing the cost per landing page view by 54.9%.

Beyond top-of-funnel visibility, the campaign improved the quality of user engagement. Meeting the consumer at their exact moment of need drove a 34.8% increase in dealer-locator searches, demonstrating a direct commercial impact on the offline purchase journey.

This is featured as an official Smartly case, and was shortlisted at the European Paid Media Awards 2026.

About Nokian Tyres

Nokian Tyres is a Finnish tyre manufacturer with more than 125 years of history. Headquartered in Nokia, Finland, the company operates globally. Nokian Tyres sells through an extensive dealer network and is known for its focus on safety, sustainability and performance in demanding environments.

Visit Nokian Tyres