Ok, Roku does that
360 Campaign: TV, Social, OOH
TENSION
Roku has always been obsessed with simplicity. It’s how they
quietly became America’s #1 TV streaming platform. But that
effortless interface created a perception issue: people mistook
“simple” for “basic.” We needed to prove that just because
it’s easy, doesn’t mean it’s dumb.
INSIGHT/
STRATEGY
The best technology disappears. Your favorite tools do their job and get out of the way. Roku does exactly that. The insight was reframing simplicity not as compromise, but as the ultimate flex.
IDEA
“Ok, Roku Does That.”
We positioned Roku as the modern successor to history’s most simply genius inventions. Through time-traveling vignettes, we put the streaming stick in the same lineage as the paperclip and the emoticon. The best ideas deliver simplicity.
— PROJECT
Ok, Roku Does That
— CLIENT
Roku (Agency: R/GA)
— ROLE
CD / Lead Writer
— AGENCY
R/GA
The $20M+ National Takeover
We scaled this simple comedy premise into Roku’s biggest brand campaign ever. I helped shepherd a massive media war chest to ensure the message was unavoidable.
- Broadcast Domination
- We aired spots on high-visibility programming like Dancing with the Stars and Thursday Night Football.
- OOH Blitz
- We extended the campaign into a nationwide super-graphic board takeover, hitting major markets including NYC, Los Angeles, Chicago, and Atlanta. We also marked every single execution with the purple fabric tag found on the Roku remote, turning a tiny beloved hardware detail into a campaign icon.
- Digital Ecosystem
- We flooded social and digital channels through Roku’s OneView platform, with additional spots showing off specific and surprisingly simple features.
IMPACT
BRAND SHIFT
Campaign US named it "Ad of the Week," and the data proved the creative worked:
• +167% lift in overall brand favorability
• +55% favorability among High-Income Households
• +22% favorability among 18–34-year-olds
• "shockingly positive" YouTube comments
BUSINESS GROWTH
Despite the 2021 global supply chain crisis throttling hardware inventory, the campaign helped drive massive user acquisition during the critical holiday window:
• +3.7 Million new active accounts added in the launch quarter
• Surpassed 60 Million active accounts for the first time in Roku history
• +55% Year-over-Year total net revenue growth for 2021
THANKS TO THE TEAM
Art Director: Jennifer Ma | Group Creative Director: Kevin Koller
Writer: Scott Steele | Account Lead: Parry Rominger
Film Director: Keith Schofield | Editor: Grant Surmi
Producer: Dustin Freeman