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Blu Dot surpasses 2,000% ROAS with self-serve CTV ads

Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:

After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.

The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.

“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”

Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.

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💥 Today’s Highlights

• Your weekly spark

• Why your marketing plan keeps failing you

• Roundup of open jobs across the community

🔥 And now, for your weekly spark.

Multiplier.

Tyla is turning her platform into something that can open doors for the next generation, effectively slaying the charts while laying the groundwork to chart a new path for others.

Through her That Girl Music Scholarship, she’s helping women pursuing music and arts degrees get financial support and access to an experience that goes beyond listening to her music.

It’s one thing to build a platform. It’s another to use it to create opportunities for people coming up behind you or to build something sustainable beyond you.

Think about this in terms of what we consider a return on an investment.

We’re often quick to measure the immediate result: the sales, the attention, the people in the room. Those things matter, but what else did that investment make possible? Who else benefited? What continues to create value after the original moment has passed?

That’s a question worth asking about community, too. When we bring people together, the value isn’t just who showed up or what happened in the room. It’s what people build, who they connect with, and what becomes possible afterward.

In this week’s Wellth feature, senior marketer Joel Paulino shares how working with a challenger brand changed his perspective on what a marketing plan should actually do when we look at things through this lens.

The team had ambitious revenue targets, but more campaigns weren’t going to be enough. They needed to build something that would make growth easier over time.

So instead of treating cultural events as one-off activations, they built the infrastructure to make those moments work harder. The right assets, people, and processes were put in place to turn attention into local sales, organic conversation, and greater cultural relevance.

The shift was from asking what they could do next to asking what they could build that would keep paying off.

👉🏽 The best investments don’t just deliver a result. They create the conditions for more to follow.

That’s a different way of thinking about growth. And it goes well beyond marketing.

When we invest in relationships, the return isn’t limited to the introduction. It might be the idea that comes out of a conversation, the opportunity someone shares six months later, or the connection that opens a door for somebody else. You can’t always predict those outcomes, but you can create the conditions for them.

The right people coming together can create value that none of them could have produced alone. The impact extends beyond any one interaction.

Last week, I wrote about what it takes to turn access into action. This week, I’m thinking about what happens when that action creates something bigger than the original opportunity.

What if the goal isn’t just to make something happen, but to make more possible?

📌 The Multiplier Effect

A few questions I’m asking myself this week:

👉🏽 What am I building beyond the immediate result? The win matters, but so does what it leaves behind.

👉🏽 What could make the next move easier? Look for the relationships, knowledge, and systems you can carry forward instead of starting from scratch.

👉🏽 Who else could benefit from what I’m building? Sometimes the greatest value comes from connecting people and creating opportunities beyond yourself.

Growth isn’t always about doing more.

🔥 Sometimes it’s about getting more out of what you’ve already built.

This week, read Joel’s Why Your Marketing Plan Keeps Failing You, a good reminder to look beyond the next result and think about what you’re putting in place to make the one after it possible.

👉🏽 See Why Your Marketing Plan Keeps Failing You

✅ Now Hiring

Is someone you know considering what’s next for them? Here are a few roles with people hiring across the network. I list roles here every week, so stay tuned and make sure to spread the word.

💥 VP, Marketing — Lineage Provisions

💥 VP, Influencer Marketing — Orchestra

💥 Managing Director, Brand Strategy — RSM

💥 Executive Director, Marketing, Bumble and bumble — Estee Lauder

💥 Executive Director, Go-to-Market Lead — Chase Media Solutions

💥 Sr Director, Growth & E-commerce — Proven Skincare

💥 Sr Director, B2B Marketing — Fetch

💥 Sr Director, Brand Comms & Creative — Just Salad

💥 Director, Commercial Brand Management & Systems — Microsoft

💥 Director, Social Media & Content — Hyatt

💥 Associate Director, Integrated Marketing — Bumble

💥 Department Head, Integrated Media & CRM Strategy — Honda

💥 Global Brand Marketing Lead, Men’s Polo — Ralph Lauren

💥 Lead, Brand Media — Scout Motors

💥 Sr Marketing Consultant, Paid Media — Wells Fargo

💥 Sr Manager, Integrated Marketing — Sephora

💥 Sr Manager, Integrated Content — Ferrara

💥 Sr Manager, Lifecycle Transformation & Growth — PayPal

💥 Brand Manager, Brand & Collaborations — Lids

💥 Brand Marketing Manager, Cinnabon — GoTo Foods

ICYMI: The Last Jobs Roundup

💥 Head of Marketing Strategy & Operations — Replit

💥 Head of Paid Marketing — Faire

💥 Global Head of Brand & Creative — Nubank

💥 Director, Brand Marketing — Dr. Squatch

💥 Director, Integrated Marketing — Microsoft

💥 Director, Growth Marketing Digital Acquisition — Wells Fargo

💥 Group Manager, Social & Influencer Marketing — Intuit Credit Karma

💥 Sr Marketing Manager — People, Inc

💥 Sr Advisor, Integrated Marketing — St. Jude ALSAC

💥 Brand Marketing Lead — Whoop

💥 Manager, Digital Growth — NY Red Bulls

💥 Manager, Global Brand Marketing, FentyVerse — Kendo Brands

And before you go, consider who else might value this newsletter and what’s coming up on YouTube. Make sure to fwd this newsletter onward to them too. They can subscribe here for more directly in their inbox.. 🔁 

In community,

Fahad