The Problem: Turbo Tax came to Roku wanting to make a splash in a big way on the #1 streaming platform. Something outside-the-box, bringing users a unique experience surrounding the biggest game in sports. They came to the Roku Creative Solutions team to do something unexpected and entertaining, that would provide greater visibility for Turbo Tax during the height of Tax Season. I led all aspects of this project from concept to execution.

The Solution: Roku partners with The Players’ Tribune to develop and create the ‘How It Happened’ series, an animated video experience that looked back at two of the greatest moments around the Super Bowl and March Madness - the Super Bowl Blackout of 2013 and the Duke vs. UNLV face-off of 1991.

The Result: From a fan engagement perspective, the content garnered over 36,165 minutes of watch time with a 63% VCR - which is 2% higher than the industry benchmark. The storytelling aspect of the content also enabled it to be widely shared across social media, garnering thousands of engagements across The Players’ Tribune channels as well as the athletes’ social accounts as well. I was the glue between all parties leading to a hugely successful campaign that stayed on budget and on brand on an extremely tight timeline. We received 2x award nominations for our work with both brands.