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    ...
INSIGHTSCurrent Netflix Subscribers    Ø  Most popular age group 25-34   Ø    78% most likely to be Caucasian   Ø    Ho...
INSIGHTSHorror Genre    Ø  Most popular age group 18-24   Ø    Most likely to be male (60%)Media habits of teens and twe...
STRATEGY                                            Business Goal                                 Increase Netflix subscri...
SINGLED MINDED PROPOSITION           Netflix. Fear lives here…
COMMUNICATIONS FRAMEWORKCURRENT CONSUMER BEHAVIOR                                     DESIRED RESPONSE18-24 MALE          ...
COMMUNICATIONS FRAMEWORKCURRENT CONSUMER BEHAVIOR                                                               DESIRED RE...
ACTIVITY: FEAR LIVES HEREBUDGET: $200,000Ø    MICROSITE: $40,000Ø    FACEBOOK ADS: $50,000Ø    GOOGLE DISPLAY NETWORK  ...
KPIs – METRICS FOR SUCCESS                RENTENTION              5,000 FACEBOOK LIKES            1,000 TWITTER FOLLOWERS ...
QUESTIONS?   @yeohflow
Upcoming SlideShare
Loading in …5
×

Hemlock Grove. A Digital Strategy.

682 views
574 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
682
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Hemlock Grove. A Digital Strategy.

  1. 1. SKILLSHARE ASSIGNMENT“JULIAN COLE: CRASH COURSE IN DIGITAL STRATEGY“ BY CHRIS YEOH @YEOHFLOW #DIGISTRAT
  2. 2. 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
  3. 3. 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.
  4. 4. 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.
  5. 5. 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.
  6. 6. SINGLED MINDED PROPOSITION Netflix. Fear lives here…
  7. 7. COMMUNICATIONS FRAMEWORKCURRENT CONSUMER BEHAVIOR DESIRED RESPONSE18-24 MALE SUBSCRIBE TO NETFLIX FANGORA.COM TUMBLR YOUTUBE FACEBOOK NETFLIX FEARNET.COM MOBILE TWITTER SIGN-UP PAGE
  8. 8. 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)
  9. 9. 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
  10. 10. 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
  11. 11. QUESTIONS? @yeohflow

×