1/13/24, 5:12 PM
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`WeatherTech Case Study| treeline-strategies
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`[ioe|
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`WeatherTech
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`Background
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`You can adopta challenger brand strategy in any category. We created one in the sleepy car mat
`category.
`
`Car matsaretypically purchased from a dealer as an OEM accessory when you buya car or from an
`aftermarket supplier. The aftermarket category has traditionally offered a variety of generic,
`inexpensive optionsto protect the second largest investment most people make.
`
`WeatherTech, and its founder and CEO, David MacNeil saw an opportunity to redefine the category
`using an inherently “challenger brand” strategy. They designed and built custom fitted floor liners,
`designedto protect car floors from dirt, mud,spills and other elements that can harm car interiors.
`Liners provide more complete protection for a car's floors, and liners custom fit for individual makes
`and models of cars provided dramatically better protection than any other option in the market.
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`Having built a successful brand with national distribution, a robust e-commercecapability and a
`respectable double-digit growth rate, the company wantedto test a more aggressive approach.
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`DaveSollitt, as Director of Strategic Planning at Pinnacle Advertising, designed the marketing, creative
`and media strategies, as well as theinitial creative direction for the WeatherTech campaigntest
`launch, which eventually became a national television campaign, and one of the most successful
`advertising campaignsin the advertising industry.
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`Situation
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`WeatherTech asked DaveSollitt and the team at Pinnacle Advertising in suburban Chicago to test a
`reach-based advertising program, featuring television. The company had achieved a reasonable
`customer base and sustained growthutilizing ‘remnant space’ in magazines targeted to car aficionados
`and sportsmen. Magazinesfacilitated the direct-to-consumer distribution model WeatherTech had
`built to provide higher margins from sales of their unique product.
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`Theclientinitially suggested a campaign based on a “Made in America” message, since the product is
`manufacturedentirely in the US. Company owner David MacNeil was proud of his “Made in America”
`ethic and thoughtit captured both his corporate ethic and took advantageof the patriotic national
`mood.
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`Following some initial exploratory research, the agency tested multiple strategic approaches among a
`variety of car buyers and recommended a message based on a problem-solution strategy, which
`demonstrated the greatest consumer responseinstead. When consumersbuy a newcar, they obsess
`about every ‘unfortunate event;' every spill, every muddy shoe, every snow covered boot. That
`obsession would stimulate the growth of the "new"floor liner category.
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`Theclient also asked us to consider a national launch instead of a local marketrollout, based on the
`very promising research results, but we strongly recommendedagainstit. Our concern wasthat a
`national or even regional launch that reflected the initial appeal demonstratedin the research might
`strain the client’s manufacturing capacity and disruptits ability to fulfill orders. You only get one
`chance to makea first impression.
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`TheStrategic Challenge
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`https://www.treeline-strategies.com/weathertech
`
`Yita, Jinrong EX1127
`Yita Jinrong EX1127
`Yita & Jinrong v. MacNeil
`Yita & Jinrong v. MacNeil
`IPR2023-00173
`IPR2023-00173 1/2
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`

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`1/13/24, 5:12 PM
`
`WeatherTech Case Study| treeline-strategies
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`
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`Wedevelopedtheinitial test based on a hybrid launchstrategy:
`e Utilize a hybrid branding/direct responsecreative execution, depicting events that can introduce
`significant dirt and grime into a consumer's car;
`e Use of Direct response/remnantbroadcast media to enhanceefficiency of media delivery;
`e Fill-in spot media to ensure a 4-week “reach”of at least 80+% of the target market and a 4-week
`“frequency”ofat least 3.
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`Weselected4initial test markets based on a multi-variant selection criteria evaluating:
`e Brand/category penetration/development;
`¢ Media cost/efficiency ratios providing projectable results in other markets;
`¢ Market economic developmentcriteria and car sales performance;
`e WeatherTech brand velocity over time.
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`Test Results
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`Test market volume increased over 250% after the initial 4 weeks of advertising. Growth acceleration
`continued throughthefirst 3 monthsof the test, topping at 350-400% growthyear overyear. This
`growth camein the highest margin “direct to consumer” segment which eliminates wholesale and
`retail distribution expenses.
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`The test market data also demonstrated several market response measuresthat could beutilized in
`subsequent market expansion to establish budgets and market potential. We also demonstrated that
`a national launch would have beendifficult to manage, as anticipated.
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`Weexpandedthe test into additional markets after 4 months in market, and continued the phased
`launch into select markets based on a custom multi-variant marketselection criteria of brand/category
`development, brand velocity, media environment(size, cost/efficiency of local spot media) and new car
`sales. In every case, immediate sales gains paid for the media expenditures in each market on a real-
`time basis. No net ‘investment’ for media was required. This was a very unique level of successin
`advertising.
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`CampaignResults
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`During theinitial 4 years of the campaignroll-out, the WeatherTech strategy and creative grew the
`WeatherTech brand 5-fold, in terms of volume and revenue. The brand now advertises on network and
`national cable television, including the Super Bowl.
`It is now a strong national brand and a household
`nama Tha ramnanvy ramaine an innavativia and hidahh: nrafitahla nriviata camnan and ctill
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`https://www.treeline-strategies.com/weathertech
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