Case Study: MillerCoors reaches younger cordless viewers and drives incremental sales with Roku OTT content hub

MillerCoors Creates Unique Branded Content Hub on Roku

The beer company MillerCoors needed to connect with a younger, cordless audience aged 21-27 that was no longer reachable through linear TV. Their challenge was to find a premium destination for their long-form branded content that would ensure a positive user experience. They partnered with the vendor Roku to address this.

Roku created a first-to-market, custom content hub for MillerCoors' campaign within The Roku Channel. By leveraging its proprietary data and targeting, Roku successfully drove traffic and engagement with the content. This solution resulted in a measurable 1.6% lift in in-store sales and generated 38 million impressions. Roku's strategy proved that their OTT impressions were 67% more effective at driving impact than linear TV.

MillerCoors