Headspace, a leader in the wellness and meditation space, helps people create life-changing habits to support their mental health. Having previously advertised on Roku with a OneView video campaign on The Roku Channel, the brand looked to explore new ways to reach new customers via TV streaming.
The challenge
Looking to increase web traffic and app downloads, Headspace turned to Roku to find new, incremental audiences.
The approach
With the goal to reach incremental audiences who might not have been exposed to their OneView Roku Channel video ads, the brand expanded their campaign by adding a brand experience. By expanding their strategy, they aimed to reach incremental audiences who might not be watching ad-supported content on Roku.
They did this by launching a Movie Pass experience, which provided streamers access to a free holiday-themed movie throughout December. The Movie Pass also enabled Headspace to reach streamers right from the Roku home screen, creating a meaningful connection with their audiences.
“We were so excited about our first brand experience execution on Roku. The Movie Pass experience allowed us to build a relationship with streamers in an authentic and unique way, bringing them value and entertainment during a time of year when many people are looking relax and unwind with family and friends.” - Sarah Casden, Director of Paid Media for North America, Headspace
The results
Headspace saw huge success with this campaign, achieving 134% increase in website conversions. The brand experience reached 112% incremental households, and viewers exposed to both the video ad and the brand experience were 8.5% more likely to visit the Headspace website (compared to viewers who only saw the video ad).
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