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Since 1934, Harry & David has been America’s premier choice for gourmet gifts - from premium gift baskets to delicious baked goods and fresh fruit. As the brand prepared for the busy Mother’s Day holiday in 2021, it sought to engage customers in a campaign focused on the many mother figures in our lives and the significant role they all play – and, of course, how Harry & David can help them celebrate.
Seeing an opportunity to connect with streamers during the busy Mother’s Day season, the brand decided to launch a video series, utilizing a strategic approach that featured TV streaming as an important component of its overall Mother’s Day marketing campaign. With a focus on meeting the right audience at the right time, Harry & David enlisted the help of Roku as a way to target key audiences on the streaming platform.
Delivering Content and Building Brand Affinity with Curated Playlists
With a focus on engaging customers ahead of the important Mother’s Day holiday, Harry & David worked with Roku to build a Brand Experience that offered viewers free content via curated playlists. A brand experience is a customized content hub that directs key audiences to ad-supported, brand-aligned content that users are excited to watch.
The Harry & David Brand Experience incorporated customized playlists featuring Mother’s Day videos that built awareness for Harry & David and its wide selection of products for this special day.
After streamers engaged with the curated playlists, the brand was able to stay top-of-mind for consumers with the targeted use of display ads. This gave Harry & David another opportunity to connect with consumers ahead of the holiday.
A Mother’s Day Win
With the help of Roku, Harry & David was able to engage consumers, increase exposure to the brand, and showcase its expansive selection of products including gourmet prepared meals, decadent desserts, and award-winning wine.
By combining web and TV streaming, and offering free curated content with a Brand Experience, Harry & David was able to reach streamers across the country as part of its strategic Mother’s Day campaign.
Interested in learning how Roku Advertising can help your band expand its reach and messaging beyond the confines of traditional linear TV? Contact us to get started.
