Roku Built TVs

The Story: For the first time ever, Roku is building their own smart TVs. A TV built for streaming, inside and out. 

Key Research Findings: Buying a TV is an overwhelming and difficult decision for many people. Specs are complicated, TV names are long and confusing (What’s a “X3600” mean?), remotes have too many/few buttons, and native smart platforms can be unintuitive—unless it’s a Roku TV, of course.

The Strategy: Position Roku branded TVs as easier to shop for, set up, and enjoy than the competition, leveraging Roku’s established equity in simplicity, value, and quality. A smart TV made by Roku? Now that just makes sense.  

The Work: I directed the copy strategy for the product positioning and sales narrative, feature descriptions, packaging and setup guides, videos, web pages, and retail displays.