PROJECT HIGHLIGHTS
BRAND LAUNCH
As a consultant, I partnered with ROW8, a new video streaming service that launched in 2019, to craft a go-to-market strategy that defined its brand positioning and fueled consumer acquisition. This overview highlights our approach—combining distinct brand messaging, creative ad development, and precision-targeted media to drive measurable growth.
BRAND LAUNCH | Video Streaming
IDENTITY
I played a central role in defining ROW8’s brand identity, including the creation of the “MOVIE LOVE GUARANTEE” tagline, which empowered viewers to pay only for movies they truly enjoyed. Working with a creative team I hired, we developed the logo, tagline, and brand guidelines, positioning ROW8 as a flexible, customer-first streaming platform.
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 & CREATIVE
ENGAGING NICHE AUDIENCES WITH PRECISION
The objective was to drive awareness and transactions among avid movie lovers, and foreign film enthusiasts.
ROW8’s media strategy spanned direct partnerships, programmatic advertising, connected TV (CTV), social media, and search. To reach movie lovers and foreign film fans, we used diverse data sources—including viewership patterns, transactional data, social behavior, and contextual signals—to inform targeting. Dynamic Creative Optimization (DCO) then enabled personalized ad delivery based on individual behaviors, preferences, and prior exposure.
WINDOW SHOPPER | M 18-34
NIGHT OWL | F 18-34
FREQUENT RENTER | PARENTS
Conversion tracking was implemented to measure campaign effectiveness across channels. This data-driven approach allowed for continuous optimization of media spend and audience targeting. Every marketing effort was aligned to key objectives: driving awareness, increasing transactions, and improving ROI.
The strategy included retargeting users who had previously engaged with ads or visited the app, reinforcing brand familiarity and increasing conversion likelihood through timely, high-intent, personalized messaging.
FUELING FULL-FUNNEL PERFORMANCE
MEASUREMENT & OPTIMIZATION
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.
MEDIA & CREATIVE OPTIMIZATION
A/B testing
Dynamic and manual optimization
Rapid creative updates
