October 6, 2021Roku targets holiday season 2021 revenge spenders

Roku has launched a campaign highlighting the simplicity and innovation of its streaming products, through a cinematic short history of innovations. With people expected to spend big in the 2021 holiday season, the campaign seeks to build awareness of Roku’s streaming products.

Izaak Binet

Roku, which sells streaming players and smart TVs, has launched a campaign to expand the brand’s reach ahead of the 2021 holiday season. The campaign takes viewers on a comic yet cinematic journey through different moments in history, whereby seemingly simple innovations have transformed the world and how people navigate it. “In this campaign, we wanted to create an emotional connection that highlights the innovation and leadership Roku has provided in streaming,” says Bryan Gregg, vice-president and executive creative director at R/GA, which created the campaign.

The campaign aims to create long-term brand awareness, and is responding to a poll finding that 32% of consumers plan to purchase big-ticket items over $500 for the 2021 holiday season and 63% plan to buy consumer electronics. Indeed, after many people were unable to celebrate Christmas in 2020, some may be seeking to ‘revenge spend’ during the 2021 holidays. Roku’s campaign moves beyond traditional TV advertising and is an example of how to use historical perspective and emotionally engaging content to bring people’s attention to a product and its innovation.

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