Create a social media experience to demonstrate the breadth of Roku’s product offerings while embracing the capabilities of Facebook’s new canvas ad unit.
Utilizing consumer persona profiles, purchasing data, and supporting market research, we determined that there were two impediments to purchase: lack of awareness of the products and difficulty differentiating between them. Working with our media team, we brainstormed ways to push the capabilities of the canvas unit to the max in order to dispel consumer confusion. The resulting two ad units offer highly interactive opportunities for consumers to research, engage with, and purchase Roku’s products.
We delivered two ad units: one showcasing the variety of entertainment types encompassed in Roku’s product line and one presenting users with a quiz to help them find the player that meets their needs. The units utilized Facebook’s Canvas technology in a unique way to capture attention and drive engagement.
News Feed ads provide the portal into the canvas experience. The quiz unit (above) utilized the carousel capability of the canvas unit to help guide users to the right device for them.
Users spent an average of 58 seconds with these units. That's almost twice the average amount of time spent with Canvas units. These ads also showed a marked increase in engagements over previous campaigns that Roku has run.
UX/UI Design: Julia Renn
Illustration: Lindesy Nichols
Strategy: Mariah Kamei
Account Management: Kristen Rutherford