Case Study: SmartWool boosts brand awareness and site visits with Roku Advertising

Smartwool Launches a TV Streaming Ad Campaign to Reach New Customers

SmartWool partnered with Roku and its agency Backbone Media to help launch a TV streaming ad campaign that would build brand awareness and consideration for its new line of socks and apparel. The challenge was to introduce the “Do What Feels Natural” brand story to new customers in a way that supported future omnichannel marketing and reached audiences in a brand-safe streaming environment.

Roku provided a curated, programmatic TV streaming approach, with exposed viewers retargeted through display ads that drove traffic to Smartwool.com. The campaign delivered strong measurable impact: viewers exposed to both streaming and display ads were 72% more likely to visit the site, Roku Media achieved a 97% more efficient CPA than other streaming partners, CPA dropped by 30%, conversion rate more than doubled, and average cost per household was just $0.03.

SmartWool

Laura Rysz

Senior Manager Integrated Marketing