On-screen representation not only affects how streamers see each other, but it also affects how our streamers see themselves. That’s why Roku is dedicated to developing content that reflects the diversity of our audiences who watch on our platform every day.
Roku and SheaMoisture partnered to launch The Next Black Millionaires, an innovative docuseries that shines a light on Black entrepreneurship, on The Roku Channel. To validate the show’s gender representation, Roku partnered with SeeHer a leading organization measuring gender equality in media.
Let’s dive into this campaign.
The players: SheaMoisture + SeeHer
SheaMoisture is a global beauty leader in the hair care, bath, body, skin care, and men’s categories. The brand’s mission is to invest in, support, and empower Black communities. Additionally, SheaMoisture pledges to dedicate proceeds from every purchase as direct investment to Black entrepreneurs.
SeeHer’s mission is to increase the representation and accurate portrayal of all women and girls in marketing, media, and entertainment to reflect culture and transform society. SeeHer’s Gender Equality Measure (GEM®) is a pioneering data-driven methodology for identifying gender bias in media.
The objective
SheaMoisture's partnership with Roku was two-fold aiming to authentically represent diverse audiences while using Roku's sophisticated platform and reach capabilities to facilitate content discovery.
The approach
SheaMoisture partnered with Roku to distribute The Next Black Millionaires as a Roku Original. The series documents the entrepreneurial journey of three individuals as they grind to make their mark in competitive industries. Chosen from hundreds of applicants, each entrepreneur received a $100,000 grant from SheaMoisture’s Next Black Millionaires program, coaching from New Voices Foundation, and access to Target distribution.
[iframe src="https://www.youtube.com/embed/TQEry7RNXk8?si=sa6HEAmKVpS2tdF1" width="100%" height="500"]
To help measure the campaign’s success, Roku leveraged SeeHer’s GEM® and Kantar Brand Lift to quantify the show’s gender representation and inclusivity.
The results
The GEM® metrics affirmed the campaign’s successful portrayal of gender inclusivity with impressive results.¹
Additionally, according to a Kantar Millward Brown Brand Lift study, exposure to SheaMoisture’s Next Black Millionaires generated lift in four of five brand metrics tested.³
“We applaud Roku’s commitment to celebrating the diversity of their audiences through authentic, inclusive programming and for offering advertisers an environment in which their messaging can be maximized. We know that high GEM® performing ads in high GEM® performing content drive sales increases; +93%,” said Christine Guilfoyle, President of SeeHer. “We are thrilled that Roku and SheaMoisture saw the results SeeHer’s GEM® scores repeatedly deliver. Increased accurate representation of women in media is good for society and a business growth driver.”
How does it all fit together?
SheaMoisture used its platform to amplify underrepresented voices and emerging storytellers.
Roku harnessed the power of the platform to help streamers discover new content.
SeeHer’s GEM® score ensured alignment with brand and industry-wide inclusion objectives.
Together, we were able to create a unique brand experience that goes beyond traditional success metrics.
“SheaMoisture is rooted in the mission of investing in Black communities. Partnering with Roku allows us to amplify the stories of exceptional entrepreneurs who women in our community can identify with, whether as aspiring entrepreneurs, or tackling their day-to-day as mom-preneurs or solo-preneurs,” — Simone Jordan, Global Head of Purpose and Brand Partnerships at SheaMoisture
“It’s an honor for Roku to be the chosen platform for The Next Black Millionaires. Its message of hope and determination offers inspiration to businesswomen and girls who will one day become founders of companies, as we see reflected in its GEM scores. When it’s time for season 2, we’ll be ready!” — Kristina Shepard, Global Advertising Sales and Partnerships, Roku
Stream The Next Black Millionaires on The Roku Channel. And subscribe to our monthly newsletter to learn more about Roku Advertising.
¹ Methodology: The evaluation of the "Next Black Millionaires Trailer" was fielded on July 10, 2023 using the standard ABX methodology. The Roku trailer was presented as part of a grouping of ads from different media types and industry segments. ABX presents each grouping of ads to a representative and well-balanced Internet panel of consumers randomly selected from among all panelists qualifying for the survey. The trailer was evaluated by 151 respondents.
² Benchmark refers to GEM Score benchmark as measured by GEM four dimension character depiction methodology developed by SeeHer and ABX
³ As measured by Kantar Brand Lift l Measured by :30 trailer of Next Black Millionaires
