The Weather Channel

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A Legacy Brand Meets a New Generation

Checking the forecast shapes our day: what to wear, where to go, when to stay home. That reflex wasn’t always a tap away. It began in 1982, when The Weather Channel revolutionized real-time forecasting.

40 years later, The Weather Channel remains the world’s most accurate forecaster, reaching 415 million monthly users and powering weather data on 2.5 billion+ devices through partners like Apple, Samsung, Google, and Facebook.

Yet that success created an unexpected paradox. By feeding so much accurate data to native widgets, The Weather Channel gives users instant, glanceable forecasts, which in turn, began chipping away at engagement and brand affinity.

challenge

Transforming Proven Utility into Cultural Relevance

Acquiring users starts with rock-solid utility and The Weather Channel has that locked. The tougher task is turning functional value into stories that resonate with digital-native audiences. Gen Z’s attention is scarce, and everyone is chasing it.

For The Weather Channel’s marketing team, the bottleneck isn’t “more influencers.” It’s finding creators whose tone, audience, and values align with the brand and deploying them in a way that genuinely matters to younger viewers.

As part of The Weather Channel’s focus on brand affinity, they wanted to:

Grow engagement among Gen Z and Millennial segments
Build creator-led awareness across priority launches
Drive choice over pre-loaded weather apps
Keep visibility high year-round with an always-on approach

This demanded constant strategy, testing, and iteration, far more than an in-house team can do alone. So The Weather Channel teamed up with Kyra to design and run a scalable, creator-first program that could deliver cultural relevance at speed.

“Our multi-year partnership with Kyra has continually exceeded our expectations. They’ve helped us to partner with creators who meet all our business requirements.”

Rachael CarlinHead of Product Marketing, The Weather Channel

solution

An Always-On Creator Program Rooted in Storytelling

Kyra led the end-to-end execution of The Weather Channel’s creator program, handling everything from strategy and sourcing to content delivery and performance tracking, all within our AI-powered platform.

The platform allowed our teams to collaborate efficiently, from approving creator briefs to providing feedback, signing contracts, and tracking performance, all in one place.

Alongside the tech, our seasoned campaigns team ensured that every piece of content was culturally relevant and aligned with The Weather Channel’s brand and campaign goals. With clear workflows, fast turnarounds, and smart creator pairing, the program quickly began exceeding performance benchmarks.

“The quality of the content is incredibly high, and the overall performance continues to surpass our goals. We look forward to growing our partnership and program for years to come!”

Rachael CarlinHead of Product Marketing, The Weather Channel

results

Surpassing Expectations and Shifting Perceptions

Kyra became the engine behind The Weather Channel’s shift from one-off campaigns to a consistent, creator-led strategy that delivered results year-round.

Working with Kyra helped The Weather Channel build more than just visibility. It developed genuine connection with Gen Z and Millennial audiences who had once seen the brand as purely utilitarian.

In the first year alone, the program delivered:

176 assets
64.7M blended views
Engagement rate growth from 3.5% to 8%
79% positive sentiment

With Kyra, The Weather Channel increased influencer output, modernised brand perception, stayed culturally relevant, and significantly improved speed to market.

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