SKILLSHARE ASSIGNMENT“JULIAN COLE: CRASH COURSE IN DIGITAL STRATEGY“ BY CHRIS YEOH @YEOHFLOW #DIGISTRAT
BRIEFØ Business Problem: How to market the new Netflix series Hemlock Grove to increase Netflix subscriptions (currently at 33 million).Ø Goal: Acquire 20,000 more Netflix subscribers through increasing awareness for Hemlock Grove and increasing consideration for Netflix.Ø Budget: $200,000Ø Timing: 1st March – 30th June 2013
INSIGHTSCurrent Netflix Subscribers Ø Most popular age group 25-34 Ø 78% most likely to be Caucasian Ø Household income most likely to be $100-150k and college educated.Search Ø Search traffic peaks on the weekends Ø 20% of searches from mobile devices .Netflix Facebook Fan Page Ø Most popular age group 18-24 Ø Most activity: 1st week of Feb 13 when House of Cards was launched.
INSIGHTSHorror Genre Ø Most popular age group 18-24 Ø Most likely to be male (60%)Media habits of teens and twenty somethings: Ø 92% engage with at least two devices simultaneously. 44% spend more time watching online video than TV. Ø Almost 8 in 10 take action after seeing an online ad. Ø Gaming is the #1 content accessed online. Ø 45% use a smartphone to access online resources and content. Ø 35% of adults 18- to 24-years-old were interested in getting video recommendations from friends social network accounts, compared to only 11% of those age 45 and older.
STRATEGY Business Goal Increase Netflix subscriptions by 20,000 Business Strategy Target market: 18- 24 year old males. Advertising / Communications GoalCreate Awareness of Hemlock Grove and Consideration of Netflix amongst 18 -24 year old male horror fans. Insight Netflix is the only place you watch Hemlock Grove Communications Strategy Communicate Netflix as the new home of fear.
SINGLED MINDED PROPOSITION Netflix. Fear lives here…
COMMUNICATIONS FRAMEWORKCURRENT CONSUMER BEHAVIOR DESIRED RESPONSE18-24 MALE SUBSCRIBE TO NETFLIX FANGORA.COM TUMBLR YOUTUBE FACEBOOK NETFLIX FEARNET.COM MOBILE TWITTER SIGN-UP PAGE
COMMUNICATIONS FRAMEWORKCURRENT CONSUMER BEHAVIOR DESIRED RESPONSE18-24 MALE SUBSCRIBE TO NETFLIX FANGORA.COM TUMBLR YOUTUBE FACEBOOK NETFLIX FEARNET.COM MOBILE TWITTER SIGN-UP PAGE AWARENESS RESEARCHING BUYING MOMENT Binge on horror, all episodes Hard hitting messaging:CREATIVE “Netflix, fear lives here…” Sign up today and watch available at once. Hemlock Grove for free! Reason to believe: Eli Roth Reason to believe: This is what produced series” Reason to believe: I can Netflix do. watch 13 episodes in 7days. MEDIA MEDIA MEDIA PPC SOCIAL SOCIALMEDIA RICH MEDIA RICH MEDIA RICH MEDIA MOBILE BANNER ADS BANNER ADS (REMARKETING)
ACTIVITY: FEAR LIVES HEREBUDGET: $200,000Ø MICROSITE: $40,000Ø FACEBOOK ADS: $50,000Ø GOOGLE DISPLAY NETWORK - BANNER ADS (ALL DEVICES): $40,000 - YOU TUBE PREROLL ADS: $40,000Ø BLOGGER OUTREACH: $5,000Ø TWITTER ADS: $20,000Ø USER GENERATED VIDEO COMPETITION: $5,000
KPIs – METRICS FOR SUCCESS RENTENTION 5,000 FACEBOOK LIKES 1,000 TWITTER FOLLOWERS PURCHASE 20,000 NEW SUBSCRIBERS PREFERENCE 50% INCREASE IN PREFERENCE OF NETFLIX OVER HULU AMONGST TARGET CONSIDERATION 150,000 VISTORS TO THE SITE AWARENESS 30% INCREASE IN BRAND RECALL 60,000,000 IMPRESSIONS TO TARGET MARKET (FACEBOOK, TWITTER AND GOOGLE ADS) 4 ARTICLES IN GENRE BLOGS