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Roku® Love your TV again
2025
October
Context:
Although Roku® is the #1 streaming platform in the U.S., Mexico and Canada, awareness in Brazil was still low.
Challenge:
Launch Roku® in Brazil with a clear, relatable value proposition — helping consumers understand why they didn’t need a new TV to have a better streaming experience, and ensuring the insight could scale across multiple LATAM markets.
Insight:
Consumers misdiagnose bad streaming as a hardware problem. What they actually want isn’t a new TV — it’s a better experience. This opens space for Roku to shift the conversation from devices to feelings, positioning itself as the simplest way to make any TV feel new again.
Strategy:
Reframe Roku® from a tech gadget into an emotional upgrade. Instead of selling specifications, translate category complexity into a human truth: people don’t want to upgrade their living room — they want to upgrade how it feels to sit down and press play.
Idea:
Tudo a um Play.
A platform showing how Roku transforms any TV into a fast, intuitive entertainment hub — everything you want, just one play away.
My role:
I led the strategic framing, translating category complexity into a single human truth that could guide the creative idea and scale across LATAM markets.
