Campaign Proposal |​ ​ D
​ ecember 2020 
 
Presented by  
 
 Table of Contents
INTRODUCTION 2
GOALS 2
RESEARCH 2
STRATEGIC APPROACH 3
CONCEPT 1: Welcome to the Neighborhood 3
Campaign Overview 3
Message Map 4
Phase 1: Welcome to the Neighborhood 4
Welcome to my Neighborhood Contest 4
Nextdoor App Purple Partnership 5
Chief Community Officer 6
Meet the Neighborhood of Products 6
Phase 2: Meet the Neighbors 7
Roku Product Neighborhood Personas 7
Roku’s Good Neighbor Contest 7
Why it Works 7
Timeline 9
Budget 9
Measurement 10
CONCEPT 2: Roku Is With You, Wherever 2021 Takes You 10
Message Map 11
The Dreams Survey 11
The Dreams Contest 12
A Very Purple New Year’s 12
New Year, Less Bills Mint App Partnership 12
Why it Works 13
Timeline 15
Budget 15
Measurement 16
WORKS CITED 16

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INTRODUCTION 
Roku is the number one streaming platform in the United States (Kantar 2020). As cord
cutting increases and consumption of traditional pay TV decreases, Roku has a
valuable opportunity to build itself as the name in cord cutting, money-saving, and
entertainment (Forbes).

New Wave Communications created two concepts to help Roku achieve its stated
goals. The first, Welcome to the Neighborhood, brings Roku’s iconic cityscape to life
while driving home its value in terms of community building and cost savings. The
second, Roku Is With You, Wherever 2021 Takes You, raises a glass to the hopes and
dreams the New Year holds. It shows users that, no matter where the year takes them,
Roku provides the content, resources, and money-savings they need to win 2021.

GOALS  
1. To drive awareness of cord cutting and the value of Roku for saving money
2. To attract cord cutters who watch free TV to the Roku platform and drive reach
for the Roku channel
3. To differentiate Roku from competitors by building a strong brand identity
4. To grow the percentage of cord nevers who use Roku
5. To increase awareness of the unique advantages that streaming provides over
cable among traditionalists
 
RESEARCH 
*Full research is available upon request

Insights and Implications

● Roku is not trying to compete with other streaming giants such as Hulu, Netflix
and Amazon. Instead, its main goal is to create a “one and done” platform for its
user base. Roku does not want to build its own original content but instead make
it easy for customers to have access to all the content they want to stream.
● Not only is Roku’s goal to make the customer streaming experience easier, Roku
wants to improve the whole viewing experience. For this reason, Roku also sells
products such as the Wireless Speakers, Smart Soundbar and Wireless
Subwoofer. Roku also keeps in mind customers' needs and budgets. That is why
all these products are reasonably priced, with their top selling speaker selling for
$150.

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 ● In the United States, one in three households are no longer paying for the
traditional tv model. This bodes well for cord cutting and companies like Roku.
Due to this increasing rate of customers deciding to cut ties from their cable
providers, cable companies are responding by raising prices. This drives more
customers away from cable and pushes them toward the streaming service
model even more.
● Though Roku appeals to all age groups, the “binging” culture is most prevalent
among 18-35-year olds, known as millennials and Gen Z. This age group also
says they do not like to deal with cable companies and find it much easier to set
up streaming services.
● Based on the research gathered by our team, Roku aims to be user friendly,
affordable, and a company that can provide all the needs a customer may have
for their viewing experience. It’s important to note that though Roku appeals to all
audiences, the age group that seems the most likely to cord cut is 18-35-year
olds.

STRATEGIC APPROACH 
● Inspire curiosity to more deeply engage with The Roku Channel’s unique variety
of family offerings, like cooking and exercise content
● Make Roku mean more than streaming through creating a brand identity of
simplicity, quality, togetherness, and community
● Bring Roku’s iconic cityscape to life by modeling a neighborhood of diverse
groups of Roku consumers using micro influencers
● Give personality to the value of cutting the cord with Roku, both in terms of cost
and community, through grassroots neighborhood influencers

CONCEPT 1: Welcome to the Neighborhood 

Campaign Overview

Welcome to the Neighborhood brings Roku’s iconic purple cityscape to life. Feel
welcomed into Roku’s neighborhood of users and products without ever leaving the
couch. Be inspired by Roku’s brand identity of togetherness and community. Learn how
to use Roku to engage with your neighbors and neighborhoods. At Roku, we celebrate
neighborhoods and their enduring sense of community that always overcomes time and
circumstance. Welcome, neighbor.

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Message Map

Phase 1: Welcome to the Neighborhood

Welcome to my Neighborhood Contest

● Share what makes your

neighborhood special for a chance
to win Roku products and be
featured in Roku’s cityscape.
● Nominate your neighborhood on our
microsite. We’ll pick our top 10
favorites to share on the site, and
you can vote for your favorite. The
neighborhood with the most votes at
the end of the contest period will win
a cash prize and be featured on the
Roku Cityscape.
● Media channels include: A Roku microsite, Roku’s Instagram and Facebook (link
to nomination form on microsite and to share contest results), a media kit for PR
opportunities (across broadcast, magazines, and podcasts), and Roku’s

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 cityscape screensaver

Nextdoor App Purple Partnership

● Help your community find its

neighborhood favorites by nominating
local businesses for a chance for your
favorite restaurant, coffee shop, or
burger joint to be featured in Roku’s
cityscape.
● Vote on Nextdoor and share what
makes your neighborhood favorite
business special to you on social
media using the hashtag
#WelcometotheNeighborhood
● We’ll pick our favorite 10
Neighborhood stories to share on our
social media and website. Our
followers will vote to pick their three favorites, and one winner a month will be
featured in Roku’s cityscape and receive a cash prize.
● Media channels include: The Nextdoor app, a media kit for PR opportunities
(local and national morning TV segments, podcasts in the areas of lifestyle,
family, community, and local business, local/national newspapers and
magazines’ lifestyle sections), Roku’s and Nextdoor’s Instagram and Facebook,
Roku’s website, Roku’s cityscape screensaver.

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Chief Community Officer

● Influencer hired as Roku’s Chief Community Officer to provide facts, tips, and
tricks about how to build inclusive community and use Roku along the way.

● Engage with, rather than just talk to, Roku’s online community through weekly Q
and A’s and interactive stories
● Be the voice of and fight for neighborhoods. Show the importance of community
and neighborhoods in an increasingly fragmented society across a variety of
platforms.
● Media channels include: Roku’s and
Influencer’s Instagram stories, posts
and lives (Q&A’s and interactive
stories), Facebook posts and lives,
Blogging on Roku’s blog , local and
national media interviews (broadcast,
print, and podcasts)

Meet the Neighborhood of Products

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 ● Sales promotion arm, informational introductions to Roku’s variety of products
that keep with the neighborhood feel and branding
● Posts that provide both information about the products and suggest how to use
each product to build community in your neighborhood.
● Media channels include Roku’s Instagram and Facebook

Phase 2: Meet the Neighbors

Now that we’ve created a neighborhood of Roku users and products, it’s time to meet
the neighbors. This second phase of the larger creative concept focuses on more
specific introductions to Roku uses, products, and customers alike. We’ve outlined the
tactics with brief descriptions but will notice they aren’t completely flushed out. These
are ideas that could take the concept even further should Roku implement it.

Roku Product Neighborhood Personas

● Assign a neighborhood persona to Roku products and uses
● Ex: The nosy neighbor loves using her Roku to unwind with classic movies on
The Roku Channel after a long day of keeping watch over the neighbor’s
business. The thrifty dad loves Roku because he’s saved so much money since
cutting the cord. Now not only can he save on electricity costs by constantly
reminding his kids to turn off the lights, he can save on entertainment too.

Roku’s Good Neighbor Contest

● Nominate a neighbor who helps make your community a better place for a
chance to be featured in the Roku Cityscape and win Roku devices

Why it Works

Welcome to the Neighborhood exemplifies the power that lies in communities and the
power that Roku has in bringing people together. Through a partnership with the
neighborhood focused Nextdoor App, hiring a Chief Community Officer, and creating a
neighborhood of Roku products, we tap into the enduring, universal, and comforting
nature of neighborhoods while connecting with our goals. The concept helps achieve
our stated goal to “differentiate Roku from competitors by building a strong brand
identity.” The brand identity we are after in this concept is one of community and
comfort. The digital nature of many tactics within this campaign help us reach our stated
goal of, “grow[ing] the percentage of cord nevers who use Roku.” Research revealed
cord nevers have high use of and trust in social media. By leveraging social media
platforms like Instagram and Facebook, we will engage with cord nevers and young
cord cutters in a fun and familiar way all in the universally familiar context of a
neighborhood. In these ways, this concept fits into two of our strategic approaches: 1.

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Make Roku mean more than streaming through creating a brand identity of simplicity,
quality, togetherness, and community and 2. Bring Roku’s iconic cityscape to life by
modeling a neighborhood of diverse groups of Roku consumers. Our Nextdoor app
partnership allows users to piece together a larger, Roku neighborhood by sharing
glimpses at their own neighborhoods in a Covid-friendly manner.

Through engaging with and learning about our Chief Community Officer (CCO) and
Roku’s neighborhood of products, we will achieve our stated goal of “driv[ing]
awareness of cord cutting and the value of Roku for saving money.” While these tactics
don’t only serve to speak to Roku’s value, a large part of the CCO’s role will be to share
the money-saving aspect of his/her journey with Roku and how this saved money can
be used to further build community. In phase two, Meet the Neighbors, Roku’s
neighborhood of products will take on a new meaning. Customers will meet product
personas like the “thrifty dad” and the “nosy neighbor” who will help achieve many of our
stated goals, including communicating the money saving value of Roku. The CCO and
product personas will also fit into our goal of “attract[ing] cord cutters who watch free TV
to the Roku platform and driv[ing] reach for the Roku channel,” by promoting niche
content on The Roku Channel that users may be unaware of. By leveraging these
tactics to, as our strategy states, “inspire curiosity to more deeply engage with The
Roku Channel’s unique variety of family offerings, like cooking and exercise content,”
we hope to point new and current users to The Roku Channel.

The traditional media aspect of the CCO tactic, including local and national media
pitching and appearances, will help achieve our stated goal of “increas[ing] awareness
of the unique advantages that streaming provides over cable among traditionalists.”
Research found that traditionalists have high trust in and engagement with traditional
media platforms, like broadcast TV and newspapers. Through bringing our CCO to their
trusted community of media,
we hope to engage with older
cord cutters and traditionalists
by giving, as our strategy
states, “personality to the
value of cutting the cord with
Roku both in terms of cost
and community through
neighborhood influencers.”

These tactics culminate to

form a welcoming, diverse
environment that celebrates

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neighborhoods and all they represent. Welcome to the Neighborhood.

Timeline

Budget

Digital Media Budget

Digital Price Duration Total Price

Neighborhood Contest - $5,000 3 Months $5,000

Prize Money

Nextdoor App Partnership $20,000 3 Months $20,000

Chief Community Officer $5,000/post 10 Posts $50,000

Neighborhood of Products $50 design work/post 2 Months $500

Posts

Neighborhood Product $1,000 design 2 Months $5,000

Personas work/persona

Good Neighbor Contest $2,000 2 Months $2,000

Total Cost: $82,500

Traditional Media Budget

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 Traditional Media Price Duration Total Price
(TV/Print)

Neighborhood Contest PR $5,000 travel expenses 2 Months $5,000

Placements

Nextdoor App Partnership $5,000 travel expenses 3 Months $5,000

PR Placements

Chief Community Officer $5,000 travel expenses 4 Months $5,000

Media Appearances

Total Cost: $15,000

Total estimated cost: $97,500

Measurement

Goal​: To differentiate Roku from competitors by building a strong brand identity

● Objective: Establish awareness of the Chief Community Officer by the end of the
campaign period
○ KPI’s/metrics
■ 1,000 views of each Instagram Story
■ 20 media placements (broadcast, print, or podcasts)
■ Increase from 5% to 10% of survey respondents who describe
Roku’s brand with the words “community” or “neighborhood” in a
pre/post campaign survey
● KPI: Engagement with Roku’s Good Neighbor contest
○ Metric: Receive at least 500 nominations through social media and the
microsite
○ 20 media placements from media kit pitches
● KPI: Engagement with Nextdoor App Partnership
○ 20 media placements from pitches
○ 1,000 nominations across social media, Nextdoor, and Roku’s microsite

**Full measurement plan available upon request

CONCEPT 2: Roku Is With You, Wherever 2021 Takes You 

2021 isn’t just a new year. It holds hopes, dreams, and the promise of new beginnings.
Whatever hopes and dreams you have for 2021, Roku stands with you and wants to

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help you make them a reality. This new year, we raise a glass to fresh starts, new
beginnings, and the promise of a new year. Wherever 2021 takes you, Roku is with you.

Message Map

The Dreams Survey

● Ask Roku users at the end of the year to submit their hopes and dreams for the
new year
● Share survey findings prior to
dreams campaign launch
● Launch findings at the beginning
of the new yea​r
● Media channels include: Emailing
survey to subscriber base asking
them to record their resolution,
media kit for local and national
media with Dream Survey findings
○ PR opportunities on
broadcast, print/digital,
and podcasts

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The Dreams Contest
● Create a Roku microsite on which users can submit a dream for 2021 they want
Roku to sponsor
● Pick five dreams from the submissions to promote on social media and the
microsite
● Let followers vote for the top three hopes and dreams submissions for Roku to
sponsor either by providing money and Roku products
● Share the journey of these sponsored dreams
● Encourage others to share their stories with the hashtag #IWon2021
● Use survey findings to share how Roku can be used to achieve common
hopes/dreams/goals
○ Ex: Want to become a better chef? Turn to Roku cooking content. Want to
improve your health? Check out Roku’s fitness content.
● Media channels include: Roku’s microsite, Roku’s Instagram and Facebook,
Reposting users’ Facebook and Instagram posts & stories with the hashtag
#IWon2021, organize content by dream/resolution by creating playlists on The
Roku Channel for dream-specific content, media kit to share the stories of the
sponsored dreams

A Very Purple New Year’s

● Invite users to celebrate New Year’s at home with Roku through a Purple Out
on-air and at-home event
● Have two celebrity guest stars to moderate a NYE evening with Roku “live” on
The Roku Channel. Content can include a selection of classic movies from The
Roku Channel, like an ode to the past before starting the New Year
● Share how you’re spending your NYE with Roku using the hashtag
#PurpleOut2021
○ Show your best purple outfit or set-up for a chance to win a Roku product
● Media channels include: The Roku Channel, a livestream on Roku’s Facebook,
on Instagram Live, and on Roku’s YouTube channel, reposting users’ Facebook
and Instagram posts & stories with the hashtag #PurpleOut2021

New Year, Less Bills Mint App Partnership

● Roku partnership with the budgeting and money saving app Mint to demonstrate
how cord-cutters can tackle a common new year’s resolution – saving money
● Roku will challenge users to track every month how much money they saved on
entertainment costs this year through the app
● The person who shows they’ve saved the most at the end of the contest period
will get a free trip (flight voucher for $X) for them and a guest (once it’s safe to
travel)

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 ● Media channels include: Mint app, Roku’s and Mint’s Instagram and Facebook
using the hashtag #NewYearLessBills, Media Kit to share the story of the winner
and the trip we gift them

Why it Works
Roku Is with You Wherever 2021 Takes You provides a hopeful, fresh space in
which Roku can build a brand identity, despite a changing world. It demonstrates key
campaign goals like communicating the money-saving value of Roku and the depth of
The Roku Channel content in a variety of ways.

The concept as a whole addresses the campaign goal to “differentiate Roku from
competitors by building a strong brand identity.” Through a campaign focused on the
hopes and dreams the New Year brings, we will equate Roku with those hopes and
dreams in the minds of consumers. This feeds into our strategy to “make Roku mean
more than streaming through creating a brand identity or simplicity, quality,
togetherness, and community.” Through equating Roku with universally understood
concepts, like the hopes and dreams of a new year, we aim to build community among
users themselves and between Roku and users. Our Very Purple New Year’s live event
will achieve our stated goal to “attract cord cutters who watch free TV to the Roku
platform and drive reach for the Roku channel,” through walking users through what free
content The Roku Channel has to offer. It also serves to further deepen the meaning of
Roku and Roku primary brand color – purple.

The results of the dream survey and sponsoring five dreams will help Roku put
faces to some of the most common dreams and resolutions held by users. It will also
show users how they can engage with Roku’s content to achieve their dreams thus
“inspir[ing] curiosity to more deeply engage with The Roku Channel’s unique variety of
family offerings, like cooking and exercise content.” Sharing the journeys of five select
sponsored dreams on social media will serve our goal to “grow the percentage of cord
nevers who use Roku” since our research shows that cord nevers prefer and trust social
media. By putting five faces to the hopes and dreams of Roku’s users, we aim to “bring
Roku’s iconic cityscape to life,” as stated in our strategy. Creating a media kit to pitch to
local and national broadcast, digital, and print media will serve our goal “to increase
awareness of the unique advantages that streaming provides over cable to
traditionalists.” Our research shows that traditionalists use and trust traditional media
(local and national TV, newspapers, etc...). Sharing how Roku can help traditionalists
achieve whatever they want in the new year on their preferred and trusted media will
inform and inspire curiosity among traditionalists.
Our Joy App/Mint partnership serves to drive home our goal of “driv[ing]
awareness of cord cutting and the value of Roku for saving money.” By allowing users

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to see for themselves how cord cutting savings add up, and incentivizing users to
track/share those savings, Roku’s value will be internalized by consumers.
Every tactic and campaign under this creative concept ultimately serves our
strategy to, “give personality to the value of cutting the cord with Roku, both in terms of
cost and community.” This concept centered around new beginnings and a new year
shows users that Roku is with them wherever 2021 takes them.

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Timeline

Budget

Digital Media Budget

Digital Price Duration Total Price

Dream Survey $2,500 1 Month $2,500

Development

Digital Labor of picking $500 1 Month $500

Dream contest winners

Dream Contest Prize $3,500 10 Months 3,500

Money

Roku Product to winner of $500 2 Months $500

Purple New Years

Mint App Partnership $4,000 2 Months $4,000

Total $11,000

Traditional Media Budget

Traditional Media Price Duration Total Price

Dream Survey Media 5,000 2 months 10,000

Placement

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 Sponsor Dreams media 5,000 1 month 10,000
Placements

Purple out New Years on $50,000 1 Day $50,000

air event

Mint App Media 5,000 2 Months $10,000

Placements

Total $84,000

Total estimated cost: $91,000

Measurement

Goal​: To attract cord cutters who watch free TV to the Roku platform and drive reach for
the Roku channel
● KPI: Viewer’s of A Very Purple New Year’s
○ Metric = 1,000,000 Viewers
● KPI: Uses ​Uses of the hashtag #PurpleOut2021 across all social media
platforms
○ Metric = 100,000 users use the hashtag on NYE
**Full measurement plan available upon request

WORKS CITED 
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