Jeffrey R Loibl

Business Challenge:
As streaming accelerated dramatically in 2020, the category became increasingly crowded and complex for consumers. While Roku had strong distribution and product adoption, the brand risked being perceived as just another streaming option—rather than the simplest, most intuitive gateway to streaming. The business challenge was to defend and grow market share by clearly articulating Roku’s unique value in a rapidly expanding and competitive market.

Executive Ownership & Strategic Direction:
As Creative Director, I directed the strategic and creative development of Roku’s first integrated $30M fully integrated brand campaign with our agency partner. The objective was to affirm Roku’s leadership in streaming while grounding the brand in a simple, repeatable idea that could scale across channels and drive consideration: Roku makes streaming easy.

Brand Strategy & Creative Platform:
Directed the development of a unifying brand narrative built around simplicity and clarity—cutting through category noise and feature overload. The creative system focused on making it immediately understandable that “OK, Roku does that,” reinforcing ease of use, breadth of content, and intuitive product experience.

• National TVC and online video (OLV)

• Digital, social, and performance channels

• High-impact out-of-home (OOH) placements

Impact:

• Strengthened Roku’s position as the simplest entry point to streaming

• Improved brand clarity and differentiation in a rapidly expanding category

• Supported market share growth by reducing barriers to consideration and adoption

• Established a scalable brand platform to support future product launches and performance marketing