Finishing Touch Flawless, a Church & Dwight direct-to-consumer (DTC) brand, provides innovative solutions for everyday beauty problems so that women everywhere can look and feel their best. The brand partnered with Roku to find new customers in the beauty category.
The challenge
Finishing Touch Flawless and their agency, Diray Media, wanted to find new audiences to get ahead of their competitors in the crowded beauty industry. That’s when the brand turned to Roku to find new customers via TV streaming.
The approach
1 in 3 Roku streamers say they’ve found new brands from ads on TV streaming.¹ So, to reach and acquire new customers and increase the lifetime value of their current customers, the brand launched a campaign in OneView, the ad platform built for TV streaming. They designed the campaign to be performant by utilizing The Roku Core 6, a framework that helps growth-minded marketers reach a wider audience without sacrificing efficiency. The brand utilized Roku’s first-party data, which enabled them to leverage Roku’s direct relationships with streamers, women between the ages of 18 and 49. Additionally, Finishing Touch Flawless used Catalina for closed-loop measurement.
Finishing Touch Flawless also used Roku’s exclusive automatic content recognition, or ACR data, to identify and avoid reaching streamers who were exposed to the ad on linear TV. This ensured their OneView campaign would reach new households that had not seen the brand’s ad on linear TV.
Here’s a sneak peek at Finishing Touch Flawless’ video ad creative.²
The results
With the help of OneView, the Roku Core 6, and Roku’s first-party data, the brand successfully reached new audiences.
“The Roku campaign results were exciting to see. When looking to attract and acquire new customers, TV streaming proved to be more successful and exceeded our expectations at reaching new households and driving net new sales. OneView and the Roku support team provided a winning strategy, and the results speak for themselves.” – Kalyn Paul, VP Digital Media, Diray Media
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¹ 32% of Roku streamers find new brands on TV streaming via Roku Core 6; GfK Roku Path to Purchase CPG Study, 2020
² Four products were advertised during the campaign: Brows, Face, Pedi and Nails.
