Lovevery is a DTC (direct to consumer) brand that sells stage-based play essentials for babies. Unlike other baby toys, Lovevery’s offerings are designed by experts to support growth and development through play. The brand partnered with Roku to reach new audiences, drive purchases, and acquire new subscribers.
The Challenge
For smaller brands, the challenge of knowing how to enter the streaming space can be daunting. Lovevery was eager to include TV streaming in their advertising mix but wanted the confidence that it would perform and help the brand meet their goals.
“At Lovevery, we’re focused on performance-focused metrics, such as website visits and new subscriptions. Being relatively new to the streaming space, we weren’t sure if streaming would be able to meet these goals. Roku’s Core 6 Framework helped us easily activate on TV streaming and prove out how streaming can efficiently drive performance.” Alex Ritter VP, Growth Marketing, Lovevery
The Strategy
Lovevery leaned into Roku’s Core 6, a framework that includes the essential elements that growth marketers need to plan, execute, measure, and optimize their media budgets. With OneView, the ad platform built for streaming, Lovevery was able to use Roku first-party data to build audiences by age segment. The brand also activated their campaign across multiple devices and channels, reaching potential customers at various stages of the consumer journey. Lovevery then measured incrementality to determine the lift in website visits and sales achieved by the ad campaign.
Above, an example of a video ad used in the campaign
Results:
After six weeks, Lovevery found that their campaign on Roku drove improvement in critical funnel metrics, including a 72% lift in website visits, a 105% lift in subscriptions, a 170% lift in purchases, and a return on ad spend (ROAS) of $1.56 for every dollar spent.
“As DTC brands find it increasingly important to expand beyond search and social, we at Roku are prepared to help make the venture into TV streaming as seamless and intuitive as possible. Our Core 6 framework brings identity and incrementality to the forefront for brands looking to enhance their performance advertising.” - Brad Murphy Head of Performance Ad Sales, Roku
Interested in learning how Roku’s Core 6 framework can power growth for your brand? Contact us to get started.
