Roku hired us to increase awareness and sales during their critical holiday period. This was an important assignment for a small, San Francisco ad agency. And we targeted six of the largest cities in the country with a digital, outdoor and radio campaign (since TV networks wouldn't accept our advertising.) When the campaign was over, we had established brand awareness on-par with Apple TV and increased sales by 30%.
Besides recorded radio spots, we used half the radio buy on local DJ live reads. DJs used Roku with their families, watched whatever they wanted to watch and they talked about it on air personalizing the messages and weaving the benefits into their shows.
The campaign launched in November, the night of the Presidential election. When we found out that Mitt Romney lost, we hung the message, “Cheer Up Mitt! More Time to Watch TV.” The morning after the election, the boards were up all over the country and the press and social media lit up.
A certain percentage of the messages tied into provider partners like Netflix, Hulu and HBOgo.