SC Johnson OFF!

When it comes to mosquito activity and weather, many people feel confused or anxious. They worry about personal protection and lack confidence in safeguarding their families. Knowing how — and when — to protect themselves is a constant challenge.

SC Johnson’s OFF!, America’s #1 trusted insect repellent brand,¹ turned seasonal annoyance into strategic foresight by introducing OFF!Cast Mosquito Forecast.™ Launched in the U.S. in 2022, this first-of-its-kind forecast tells people when and where mosquitoes will be most active. With this critical information, they can make the most of their time outdoors. But this bug-related data only provided part of the story. OFF! saw an opportunity to make OFF!Cast even more relevant, contextual, and trusted.

According to an OFF! spokesperson, “It all started with a core insight: Weather impacts everybody. The weather has 100% awareness. The more we can educate families on peak mosquito activity and conditions, the better we can help families stay protected.” They continued, “Through this partnership, our goal is to bring greater certainty to an area that often feels unpredictable. By sharing more prevention tips and accessible resources, we hope to offer peace of mind — empowering families to feel more confident in their daily habits and protection routines.”

The brand’s goal was to close this “confidence gap” while becoming an indispensable resource for outdoor activity planning. This meant helping to ensure their products and education were available precisely when people needed them most — before mosquito activity peaks. In tandem, OFF! widened access to critical education and protection tips when activity was rising via the OFF!Cast tool.

OFF!’s goal of protection from mosquito-borne illness reinforces SC Johnson’s commitment to creating a better world and improving lives. To achieve this, they recognized data accuracy was absolutely essential. So, to enhance their proprietary mosquito model, OFF!Cast Mosquito Forecast, they collaborated with The Weather Company, the world’s most accurate forecaster.⁷ Then, they scaled usage of the tool directly in The Weather Channel app, the most downloaded weather app in the U.S.,⁸ putting themselves at the center of daily planning for millions of consumers.

This collaboration merged OFF!’s proprietary data with historical and forecast weather data to deliver custom, hyper-local mosquito activity predictions. The work demonstrates how data, science, and insights create genuinely useful experiences that help people make informed decisions. It’s proof that purpose-driven partnerships create a win-win: better products, meaningful impact, and customers who genuinely connect with your brand.

OFF!Cast daily mosquito risk feature

For OFF!Cast, the brand’s team of expert entomologists partnered with The Weather Company, combining over 60 years of experience. The tool incorporates over 15 billion climate data points with real-world mosquito data from 5,000 locations. Using historic activity patterns and weather conditions, including wind, rain, and air quality, it builds regional models down to the ZIP code level. When great outdoor weather coincided with prime conditions for potential mosquito bites, the brand activated relevant, informative messages.

From weather insights to family protection

OFF!Cast provides a vital piece of data-driven information to users in a way that’s easy to understand. By turning weather data into peace of mind, OFF! gave families proactive guidance across The Weather Channel app and beyond.

For example, on Memorial Day weekend, personalized OFF!Cast indexes appeared on The Weather Channel app’s home screen, as well as on daily forecasts on mobile and web. Traffic to the app surged on Saturday as people checked the forecast in advance of the holiday. Contextual messaging empowered them to make the most of the outdoors. This alignment with key moments helped OFF! boost relevance with consumers everywhere.

The brand’s weather marketing campaign focused on sustained engagement, utilizing Weather Targeting to keep OFF! top of mind. They specifically targeted key summer occasions, including July 4 and Labor Day, with premium countdown creatives and impactful takeovers. This strategy also allowed for hyper-targeted messaging that reached social, DOOH, and retail. By integrating weather intelligence into Salesforce, it helped sales teams anticipate demand and optimize inventory before consumer needs peaked. This demonstrates how smart brands leverage weather across channels to create year-round relevancy.

Integrated Marquee ad in The Weather Channel app

Purpose meets performance

OFF! sought to bring certainty to something previously unpredictable, and their innovative approach delivered positive results. The weather marketing campaign received 2.8 million clicks, and achieved a 9% higher CTR compared to benchmarks.⁹ They also delivered a 6% lift in brand favorability, conquering the “confidence gap” with audiences.¹⁰

The impact was clear: The brand also delivered a 3.8% increase in aided awareness and 394.8 million total impressions.^{11 12} Additionally, OFF! saw a 2% sales lift (exceeding the brand’s 1.3% benchmark),¹³ winning over new buyers. 85% of incremental sales came from newly educated audiences.¹⁴

OFF! turned weather intelligence into genuine consumer value, creating tools that helped people stay protected while enjoying the outdoors. When brands prioritize helping customers, the results can create a lasting impact.