Direct-to-consumer (DTC) brand, Elvie, uses cutting-edge, smart technology to create connected health and lifestyle products for women. Historically, Elvie limited their marketing spend to traditional digital media, but in order to grow the brand, they turned to TV streaming to discover new audiences.
The challenge
In order to expand their marketing strategy, Elvie looked to TV streaming. That’s when they teamed up with Roku, America’s #1 TV streaming platform, to test the TV streaming advertising landscape.¹
The approach
At the core of Elvie’s approach: Roku Core 6 and OneView, Roku’s ad-buying platform built for TV streaming.
The Roku Core 6 is a framework that helps brands reach and acquire new customers. This framework made it easy for Elvie to reach new households while driving users to their website by maintaining optimal frequency.
Here’s how they built their campaign with Roku Core 6 and OneView:
- First, Elvie leveraged Roku’s scale and audience data to reach potential customers who were already in the market for their products.
- Then, the brand leaned into Roku’s first-party data to get a clear picture of household identity and ensure they were reaching exactly the right customers.
- Lastly, they used OneView to measure incremental lift in conversions and the effectiveness of their ads.
“At Elvie, we’re focused on disrupting the status quo of women’s tech, and we wanted our marketing strategy to reflect that disruption. We knew we needed to expand our marketing strategy beyond traditional digital media, so we partnered with Roku to dip our toes into streaming. The OneView platform was so simple and easy to get started that we’re dedicating more resources to future campaigns in OneView.” – Caitlin Murtha, VP of US Marketing, Elvie
Here’s a sneak peek of Elvie’s creative approach:
The results
With the help of OneView and The Roku Core 6, Elvie’s first campaign on TV streaming was a large success. Elvie achieved a 3.2 average household frequency, a $0.04 cost per unique incremental household reach, and their website visit CPA was 24% below industry benchmarks.
“Roku developed a Core 6 framework specifically for partners like Elvie who are focused on performance goals and are new to TV streaming. Our framework allows them to test out different streaming ad strategies and discover what works best. We can’t wait to continue growing our relationship with Elvie and help bring their brand voice to life on our platform.” -Brad Murphy | Head of Performance Ad Sales, Roku
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¹ America’s #1 TV streaming platform claim is based on hours streamed (Hypothesis Group, October 2021).
