As the #1 water flosser brand recommended by dental professionals, Waterpik has distinguished itself through performance, quality, and innovative technology for six decades.
The challenge
With new micro-brands disrupting the oral care category, Waterpik was looking to increase awareness and sales of their products. Despite being the top-selling water flosser, Waterpik learned that consumers were conflating their brand name with water flossers generally. Because of this, they were losing market share among customers who knew Waterpik but were opting to purchase cheaper, generic versions instead. So the brand partnered with Roku and Walmart Connect to drive results across the entire purchase funnel.
The campaign
The approach
Roku’s partnership with Walmart Connect enables brands to seamlessly turn TV streaming into a commerce channel through shoppable ads. Our research shows that nearly half of streamers have paused an ad so they can find the product online.¹
Through the Walmart Connect collaboration, Waterpik launched a campaign of targeted, shoppable streaming ads. These interactive video ads created a unique digital shopping experience, merging discovery and purchase into one single step. Enabled by the ‘OK-to-Checkout’ feature, Roku users simply clicked ‘OK’ on their remote to learn more about the product and add the item to their cart.
Waterpik leveraged Roku’s best practices of driving direct responses and modified their existing creative, directing streamers to press OK to shop. Checkout was made extra simple for viewers who had already linked their information to Roku Pay.
Waterpik used the campaign to promote a product that was on sale, increasing the incentive for streamers to shop now before missing out. By offering customers discovery, simplicity, and savings all in one, these shoppable ads maximized the power and reach of digital advertising.
The results
With the help of Walmart Connect’s commerce partnership, Waterpik’s Roku campaign drove significant reach and full-funnel results. Among streamers who were served the shoppable ads, the campaign surpassed the benchmark for incremental reach by 1.5x when compared to Roku’s linear TV incremental reach benchmark.²
“As the marketing funnel continues to collapse, Walmart Connect’s culture of experimentation is the driving force behind the innovative, omnichannel experiences we’re creating to boost more meaningful connections between brands and customers – throughout the entire shopping journey,” said Lara Barmish, Group Director of Consumables at Walmart Connect. “This campaign with Waterpik illustrates the results we’re able to achieve together when CTV and commerce join forces.”
By combining reach with a consumer-friendly path to purchase, Roku and the ‘OK-to-Checkout’ feature were responsible for the majority – 65%!³ – of total ad-attributed purchases across in-store and online sales. And in-funnel conversion rates were 1.67x stronger than benchmarks of all campaigns.⁴ Additionally, Waterpik’s ‘Ok-to-Checkout' campaign achieved a +21% incremental household reach to their linear TV buy, which is above Roku benchmarks.⁵
“Roku and Walmart Connect’s commitment to deepening the advertiser relationship made reaching our customers a seamless experience. The campaign not only exceeded benchmarks, but broadened our view on how to drive engagement through and beyond TV streaming," said Dan Cover, Director of Marketing - Consumer Oral Health for Waterpik
Pairing first-party data with the reach of streaming, Waterpik used TV streaming to clear up brand confusion and increase results across the entire funnel.
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¹ Roku + The Harris Poll, 2022; No endorsement of 3rd party data sources.
² Roku Internal Data, 5/24/2023 – 7/11/2023, Benchmark based on median of incremental reach of all Roku campaigns.
³ Walmart first party data, 5/24/2023 – 7/11/2023.
⁴ Roku Internal Data, 5/24/2023 – 7/11/2023, Benchmark based on average in-funnel conversion rates of all campaigns.
⁵ Roku Internal Data, 5/24/2023 – 7/11/2023, Benchmark based on median of incremental reach of all Roku campaigns.
