Consumer goods company Henkel offers well-known, high-quality products for laundry, hair and beauty care, and more. Its world-class brands include Schwarzkopf, Snuggle, Dial and all®. The company partnered with Roku to raise awareness for all free clear® laundry detergent, the #1 laundry brand recommended by dermatologists for sensitive skin, among mothers 25-49 who may be interested in a detergent that is free of dyes and perfumes - and is gentle on sensitive skin.
The all® free clear brand wanted to raise purchase intent and consumer awareness for its all® free clear MEGA pacs product, which had recently launched. It sought a solution that would go beyond traditional 15 or 30-second TV ads to capture the attention of TV streamers with children in the household, as well as health-and-wellness conscious consumers.
Roku analyzed its streaming data and past campaigns to determine the best ways to identify and target Henkel’s desired audience with TV streaming ads. Roku found that the audience for all® free clear detergent was highly tuned in to TV content, and most likely to engage with advertising-supported video on demand (AVOD) content vs. other types of programming.
Based on that research, all® free clear sponsored a Season Pass of Roku Original, Children Ruin Everything, a binge-worthy family-friendly show on The Roku Channel with an audience that closely matched Henkel’s desired consumer. The campaign gave all® free clear lead ad positioning on every episode with non-skippable ads. A native ad placement from the Roku home screen took streamers to a branded title card and video which played before the first episode of the season. Finally, all® free clear was featured on the pause screen when streamers paused, fast-forwarded, or rewound the show.
All® free clear increased brand awareness and purchase intent for all® free clear MEGA pacs through its Roku campaign. The campaign led to a 65% lift in brand awareness and a 99% lift in purchase intent.¹
“We are continuously evolving our marketing strategies to connect with our audience in authentic ways, and our partnership with Roku and Children Ruin Everything is a prime example of putting that strategy into action,” said Julia Galotto, all® Brand Director at Henkel. “We are thrilled that this partnership was successful at spreading the word and generating interest for all® free clear MEGA pacs.”
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¹ Roku Internal Data, 2022 | Campaign dates: Sept-Nov, 2022