HP, a leading technology company, partnered with Roku to drive interest specifically to HP Wolf Security, an IT security service that protects people and businesses with always-on always watching hardware-enforced protection.
The challenge
In response to cookie deprecation, HP has been at the forefront of looking for new secure ways to reach their desired audience. That’s why HP partnered with Roku to leverage Roku’s first-party data onboarding capabilities.
The approach
HP needed to reach an audience of business leaders, IT decision-makers and c-suite executives to drive incremental interest and consideration for HP Wolf Security, which is where Roku’s deterministic reach came into play. The brand started by utilizing privacy compliant, permissioned email data and combining it with Roku’s first-party data to ensure that their video ads reached the most receptive audience.
Take a sneak peek at one of HP’s video ad, which shows how, in a work from home environment, phishing and cyber-attacks are always at play:
Lastly, HP turned to one of our measurement partners, Kantar Millward Brown, to validate the results of their campaign and run a brand lift study.
The results
With the help of Roku’s first-party data and deterministic reach, HP’s video ads reached highly valuable audiences for their campaign. Additionally, HP achieved a lift in brand awareness, and favorability, and B2B consideration intent, all surpassing Roku norms.
“As we shift to a more privacy-centric world, HP continues to rethink our B2B strategy. In partnership with Roku and the unique capabilities that TV streaming offers, HP works to be at the forefront of marketing and innovation. Our test with Roku is a great example of how we think deterministic targeting is more efficient and impactful than third-party cookies.” - John Marshall, Head of Global Media Investment and Innovation, HP
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