For Adweek’s 2021 Challenger Brands Summit, the chief marketing officer of FabFitFun, Louisa Wee, joined Roku for a discussion about getting started with TV streaming ads.
Here are the highlights of their conversation and how FabFitFun relies on TV streaming for both brand building and performance:
Louisa told us that before FabFitFun, she worked at Netflix and several consumer internet companies. Her background is largely in programmatic advertising, so when she came to Netflix, she had the chance to work with some of the best brand marketers in the world. There’s both an art and science to marketing, she said. At FabFitFun, the team is working to bring the best of both worlds together.
“Performance is at the core of our DNA,” Louisa explained, but branding and performance are coming closer together. The ability to tell the FabFitFun story and build the brand is key to starting and nurturing a relationship with customers.
Performance data helps FabFitFun understand what customers really need, showing how the lines between performance and brand marketing are blurring.
Louisa discussed how measurement is key to TV streaming, just as it is with social and search.
“Measurement, attribution, testing, and optimization are fundamental to FabFitFun,” Louisa said. The data from FabFitFun's TV streaming ads show how attribution can help teams better understand the customer journey, too.
More than half (56%) of the Roku users that saw FabFitFun TV streaming ads extended their subscriptions through the winter. Not only that, 69% of people who had seen the ads ended up subscribing on a different device than where they had seen the ad.
“OTT [over the top] brings together the best of linear TV and the best of digital marketing,” Louisa said. By partnering with Roku, the team at FabFitFun was able to access the ad inventory and data visualizations that helped them drill down into the customer journey and invest more in what was working best.
FabFitFun customers aren’t just buying things on sale; they're subscribing to receive full-price boxes of seasonal wellness and beauty products.
That subscription model means that FabFitFun invests in advertising that is designed both to attract customers and grow the customer relationship. When a box arrives, Louisa said, customers should feel like it’s Christmas every season.
“We want to understand what members value and what we bring to them,” Louisa said.
With a focus on consumer boxes that create experience instead of just delivering products, FabFitFun makes e-commerce a passion point, not just a point of sale.
Louisa told us how direct-to-consumer (DTC) companies often think that TV will be a difficult ad channel to access.
But, as she explained, TV streaming ad platforms such as OneView are similar to social ad platforms, which makes getting started easier than some may think.
Once you have the right technology and the right partner, it’s easy to “Measure, optimize, and keep on going,” as Louisa told the audience.