Roku: Reach a New Audience and Create Authentic Advocacy
Roku, the company that pioneered TV streaming technology, challenged AxiCom to build brand awareness with new audiences.
Implementing The Axis
The Axis is AxiCom’s communications philosophy and process. The six-step process provides key insights and pinpoints where your brand exists at the intersection between audience, brand, culture, and technology – acting as the north star to guide integrated communications.
Audience Insight
Roku wanted to tap into Millennial and Gen Z audiences. To do that effectively we planned to visit them (and make an impact) at the place they call home – social media. At the same time, we identified the type of influencers who could best represent and advocate the brand and authentically connect with Millennials and Gen Z.
“AxiCom worked with an array of talent to position Roku’s products as THE home of streamed entertainment.”
Brand Insight
AxiCom has a strong track record working with Roku. Insights from our previous successful brand-building campaigns for Roku products with national, lifestyle, technology, and regional press were factored in, and messaging adapted to attract these new audiences.
Culture Insight
This campaign would be taking place against a backdrop of streaming popularity amidst the pandemic, growing expectations among customers for a smooth experience when using technology, and the continued introduction of high-quality technology into the home.
Tech Insight
Becoming experts in the Hisense Roku TV and Roku streambar, as well as how the brand fits into the sector landscape, meant that we could educate the chosen influencers to speak with authority and accuracy on Roku products.
The Axis for Roku
AxiCom worked with popular personalities to target demographics that are notoriously hard to reach with traditional media. On Instagram, we ideated with the influencers to create engaging content emphasising the unique selling points of the Hisense Roku TV and the Roku streambar (a 3-in-1 streaming device and soundbar).
From reality TV stars to comedians and mummy bloggers, AxiCom worked with an array of talent to position Roku’s products as THE home of streamed entertainment.
The programme resulted in new brand advocates, including influencers and their audiences, with notable high-reach personalities proactively seeking an opportunity to collaborate with Roku.
Results we drove
- 8,138,000 potential impressions
- 79,700Le engagements to date
- $0.42 average cost per engagement
- $653,100 Estimated Media Value calculated from a paid media perspective