Giving Roku’s flagship Subscription product the story it was missing
Premium Subscriptions makes up half of Roku’s subscription revenue, yet there was no framework for how to talk about it. As copy lead, I built messaging and positioning for cross-functional teams, concepted and executed campaigns, and guided copy for international launches. Here’s a snapshot of some of that work.
Official positioning video + landing page
So simple campaign
Premium Subscriptions make signing up and signing in so simple, everyone can do it—even endearingly dumb like Patrick Star, Derek Zoolander, and Joey Tribbiani. We told this story throughout the platform with a commercial on The Roku Channel, ads on the home screen, and Roku City billboards.
Credits
Copywriter: Paul Nocchi
Designer: Vivian Chang
CD/CW: Adam Setzer
Editor: Adam Roy
Video: Austin Hepp