PROJECT HIGHLIGHTS
BRAND LAUNCH
Marketing Consultant
2018 - 2019
I partnered with ROW8, a new video streaming service, to develop a go-to-market strategy. This overview showcases our approach in establishing ROW8’s distinct positioning, along with creative ad development and targeted media executions, designed to drive consumer acquisition.
BRAND LAUNCH | Video Streaming
POSITIONING
As a consultant, I played a key role in shaping ROW8's brand identity, including the MOVIE LOVE GUARANTEE—a tagline that gives viewers the flexibility to pay only for the movies they love. Working with a creative team, we developed the logo, tagline, and comprehensive brand guidelines, positioning ROW8 as a customer-centric streaming service.
POSITIONING
ROW8 is the only streaming service with the MOVIE LOVE GUARANTEE—giving you the freedom to stop and swap movies you don’t love. No subscriptions, no commitments—just everyday deals on the hottest new releases. Take control of your viewing experience without being locked into subscriptions.
GUARANTEE
FREEDOM
VALUE
BRAND LAUNCH | Video Streaming
MEDIA & MESSAGING
MEDIA STRATEGY
The objective was to drive awareness and transactions among avid movie lovers, and foreign film enthusiasts.
ROW8’s media strategy utilized direct partnerships, programmatic advertising, connected TV (CTV), social media, and search engine marketing. We targeted movie lovers and foreign film fans, leveraging diverse data sources such as social media behaviors, viewership patterns, credit card transactions, and contextual cues for precise targeting.
The strategy included retargeting users who had previously engaged with ads or visited the app, enhancing the likelihood of conversion. Conversion tracking mechanisms were incorporated to measure and optimize campaign performance across various channels.
WINDOW SHOPPER | HORROR FAN
NIGHT OWL | ROMCOM LOVER
FREQUENT RENTER | RATED PG
Personalized Messaging
Leveraging Dynamic Creative Optimization (DCO), we personalized messaging to resonate with individual user behaviors, preferences, and exposure to ads.
Measurement and Optimization
We implemented advanced conversion tracking technologies to accurately measure the impact of each campaign across various channels. This data-driven strategy enabled continuous optimization of media spend and targeting, ensuring that every marketing effort was aligned with the primary objectives of driving awareness and increasing transactions.
ENGAGING NICHE AUDIENCES WITH PRECISION
PARTNERSHIPS
Successfully secured premium placement in the annual Roku media buy, overseeing the planning, execution, and optimization of media and creative campaigns. Focused on targeted initiatives, strategically managed the media budget to align with campaign objectives.
SOCIAL
Managed the media and creative campaigns on Instagram, Facebook, and Twitter.
CREATIVE & MEDIA OPTIMIZATION
A/B testing
Dynamic and manual optimization
Rapid creative updates
