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Imagine that it\u2019s Thanksgiving Day. You\u2019re back at your parents\u2019 house for the holidays. That one relative is asking when you\u2019re getting married, so you retire to the living room to watch some TV. But\u2026you can\u2019t find the darn remote.<\/p>\n
That type of frustration is a central theme of Roku\u2019s new ad campaign, \u201cLess screaming. More streaming.\u201d The campaign, which is slated to run on Roku\u2019s owned social media channels and on The Roku Channel, includes three spots featuring families screaming at each other over issues with their TVs.<\/p>\n
Lo and behold, they decide to switch to Roku\u2014which calms them all down.<\/p>\n
The campaign debuts ahead of the holiday shopping season, which Adobe Analytics has projected will reach $240.8 billion in domestic online retail sales between Nov. 1 and Dec. 31. <\/em>That\u2019s a time when consumers may be looking for products like Roku\u2019s, Colleen McGee, Roku\u2019s director of marketing and devices, told Marketing Brew.<\/p>\nStream queen: <\/strong>Why release the ad campaign now? According to McGee, the company\u2019s consumer insights team found that consumers draft their shopping lists about three months in advance of the holidays, well before Thanksgiving and Black Friday.<\/p>\n\u201cQ4 is a big shopping timeframe, but as you can tell, these [ads] are not really holiday-themed,\u201d she told us. \u201cIt\u2019s more about when we know people are going to be in the market looking for products that meet their streaming needs. We just want to make sure that Roku products are top of mind.\u201d<\/p>\n
To that end, the campaign is designed to compliment ads consumers might see on the media outlets of retailers that carry Roku\u2019s products, McGee said.<\/p>\n
\u201cI think the campaign fits perfectly in that strategy to intercept consumers while they\u2019re shopping with this message,\u201d she said.<\/p>\n
Closer to the holidays, McGee added, Roku will run its \u201cJoyfully, Roku\u201d campaign for the third year in a row.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. Imagine that it\u2019s Thanksgiving Day. You\u2019re back at your parents\u2019 house for the holidays. That one relative is asking when […]<\/p>\n","protected":false},"author":1,"featured_media":21588,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21587","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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