Digital Strategy for Netflix: Hemlock Grove

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  • 1. netflixSkillshare: Digital StrategyMentor: Julian Cole byVanessaVela / @vanevelaHEMLOCK GROVE
  • 2. Many of us struggle with buying stuff online
  • 3. Specially when we had already gottenused to paying...
  • 4. ZIP
  • 5. NADA
  • 6. ZERO
  • 7. That rings even truer for millenialsThey are the first generation to havegrown up in a digital worldIn the world of social media
  • 8. That means being used to instantgratificationAnd, for that matter... expecting it
  • 9. IF ONLY THEY KNEW ABOUTNETFLIX: HEMLOCK GROVE>
  • 10. IF ONLY THEY KNEW ABOUTNETFLIX: HEMLOCK GROVENetflix is a streaming content provider thatis coming out with their second originalseries>
  • 11. IF ONLY THEY KNEW ABOUTNETFLIX: HEMLOCK GROVENetflix is a streaming content provider thatis coming out with their second originalseriesHemlock Grove: A murder, werewolves,and surpassing guidelines of what wouldbe appropriate for TV>
  • 12. IF ONLY THEY KNEW ABOUTNETFLIX: HEMLOCK GROVENetflix is a streaming content provider thatis coming out with their second originalseriesHemlock Grove: A murder, werewolves,and surpassing guidelines of what wouldbe appropriate for TVOver the boundaries and unconventional /risky content is to a younger audiencewhat candy is to children>
  • 13. IF ONLY THEY KNEW ABOUTNETFLIX: HEMLOCK GROVENetflix is a streaming content provider thatis coming out with their second originalseriesHemlock Grove: A murder, werewolves,and surpassing guidelines of what wouldbe appropriate for TVOver the boundaries and unconventional /risky content is to a younger audiencewhat candy is to childrenAll episodes to be available at once>
  • 14. IF ONLY THEY KNEW ABOUTNETFLIX: HEMLOCK GROVENetflix is a streaming content provider thatis coming out with their second originalseriesHemlock Grove: A murder, werewolves,and surpassing guidelines of what wouldbe appropriate for TVOver the boundaries and unconventional /risky content is to a younger audiencewhat candy is to childrenAll episodes to be available at onceNetflix offers a 1 month free trial>
  • 15. IF ONLY THEY KNEW ABOUTNETFLIX: HEMLOCK GROVENetflix is a streaming content provider thatis coming out with their second originalseriesHemlock Grove: A murder, werewolves,and surpassing guidelines of what wouldbe appropriate for TVOver the boundaries and unconventional /risky content is to a younger audiencewhat candy is to childrenAll episodes to be available at onceNetflix offers a 1 month free trialCan you say instant gratification?>
  • 16. THE CHALLENGE IS...
  • 17. THE CHALLENGE IS...THEY ARE UNAWARE OFHEMLOCK GROVE
  • 18. Those aware of Netflix seem to love itHemlock Grove would be the icing onthe cake
  • 19. Sidney StokesGuys...what is Jennifer Lawrence doing today? I hope it issitting on the couch... in sweatpants...bingeeating...watching Netflix.@TheSidJoShow on TwitterFeb 25 ’13Jessica SwiftSrsly I think one of my favorite hobbies consists of bingeeating and then hibernating with Netflix directly after.#missycat@jswifster on TwitterFeb 19 ’13Justsayin’Mary CalkSunday’s were made for Netflix, bing eating, and snuggling.@mcalk on TwitterFeb 17 ’13
  • 20. Mary CalkSunday’s were made for Netflix, bing eating, and snuggling.@mcalk on TwitterFeb 17 ’13Brianna#PerksOfDatingMe I could care less about going out toexpensive places.. I like Netflix@ThtgrlBrianna on TwitterFeb 20 ’13Sidney StokesGuys...what is Jennifer Lawrence doing today? I hope it issitting on the couch... in sweatpants...bingeeating...watching Netflix.@TheSidJoShow on TwitterFeb 25 ’13 FranNot sure why they’re calling House of Cards the “binge-watching experience.” I mean, hasn’t Netflix always beenfor binge watching?@franlaveeya on TwitterFeb 22 ’13Jessica SwiftSrsly I think one of my favorite hobbies consists of bingeeating and then hibernating with Netflix directly after.#missycat@jswifster on TwitterFeb 19 ’13Cassidy MarmontSome girls have such high expectations for guys. I honestlyhate big expensive dates. I’d much rather eat then gocuddle&watch Netflix@CassidyMarmont on TwitterFeb 12 ’13Justsayin’
  • 21. THE BRIEF
  • 22. CHALLENGEConsumers are unaware of Hemlock GroveGOALDrive new visitors to Netflix, so that there is a total of 9.8Munique monthly visitorsBUDGET$1,000,000TIMINGJune 2013THEBRIEF
  • 23. INSIGHTS
  • 24. consumerINSIGHT 1The bulk of Netflix’s visitors (66%) are 24-54. Given that the youngerthe demographic the more likely they are supposed to be on newtechnologies, it is surprising that 18-24 year olds are not asrepresentative as other age groups.INSIGHT 2Weekends is when usage peaks, which supports the recurringdiscourse that constantly refers to using Netflix when off work/responsibilities.INSIGHT 3Netflix’s Facebook fan base’s most popular age is 18-24.INSIGHT 4“Binge” is a word used commonly in social discourse describingNetflix consumption.
  • 25. BRANDINSIGHT 5“Watch Responsibly,” Netfllix’s tag line, hints at the way their content is“consumed,” in excess.INSIGHT 6Netflix offers 1 month-free trial, which helps accomplish two mainobjectives, among others: 1) Given the “addicting” nature of the usageof Netflix users, it seems the perfect strategy to get new usershooked before they have to pay a dime. 2) The challenge to havepeople pay for content online instead of getting it illegally for freesomewhere else, is somehow eased by this free trial as well.INSIGHT 7The consumer is in control, meaning, differently from TV, theconsumer decides when and what to watch.INSIGHT 8Anyone in a household (older than 18) can make the decision tosubscribe to Netflix, unlike TV premium programming .
  • 26. COMPETITIVEINSIGHT 9True Blood’s and Twilight’s most popular age group, a thriller/horrorTV series and movie, are 18-35 and 18-24. Hemlock Grove is part ofthe thriller/horror genre.INSIGHT 10“An increasing number of Google searches have sought to watch full-length TV content online. [Research] indicates that networks havesuccessfully captured a significant portion of these viewers” over 3rdparty providers, such as Netflix.INSIGHT 11“Unconventional programming increases viewership.”INSIGHT 12Search activity for TV shows is driven by the younger viewers.INSIGHT 13Engagement levels are highest around the premiere and finale ofseries.
  • 27. THE STRATEGY
  • 28. THESTRATEGYTHE KEY STRATEGIC INSIGHTNetflix is not as popular with millenials as it is with older agegroups, that is were potential for growth is biggest because theyare already online and to whom the content will be mostappealing.They are used to instant gratification, they hate feeling out ofthe “know,” and shy away from paying for online content.>
  • 29. THESTRATEGYTHE KEY STRATEGIC INSIGHTNetflix is not as popular with millenials as it is with older agegroups, that is were potential for growth is biggest because theyare already online and to whom the content will be mostappealing.They are used to instant gratification, they hate feeling out ofthe “know,” and shy away from paying for online content.THE STRATEGYCreate awareness by establishing Netflix’s: Hemlock Grove as aninternational premiere but to be consumed Netflix’s style, and it isto be on Netflix’s tab.>
  • 30. THESTRATEGYTHE KEY STRATEGIC INSIGHTNetflix is not as popular with millenials as it is with older agegroups, that is were potential for growth is biggest because theyare already online and to whom the content will be mostappealing.They are used to instant gratification, they hate feeling out ofthe “know,” and shy away from paying for online content.THE STRATEGYCreate awareness by establishing Netflix’s: Hemlock Grove as aninternational premiere but to be consumed Netflix’s style, and it isto be on Netflix’s tab.THE SINGLE MESSAGE TO COMMUNICATEHemlock Grove’s Premiere: Sweatpants, comfort food, cuddlingposition... ready, set, action: it’s on us>
  • 31. THESTRATEGYTHE KEY STRATEGIC INSIGHTNetflix is not as popular with millenials as it is with older agegroups, that is were potential for growth is biggest because theyare already online and to whom the content will be mostappealing.They are used to instant gratification, they hate feeling out ofthe “know,” and shy away from paying for online content.THE STRATEGYCreate awareness by establishing Netflix’s: Hemlock Grove asan international premiere but to be consumed Netflix’s style,and it is to be on Netflix’s tab.THE SINGLE MESSAGE TO COMMUNICATEHemlock Grove’s Premiere: Sweatpants, comfort food, cuddlingposition... ready, set, action: it’s on usTHE REASON TO BELIEVENetflix is about giving control to the customer>
  • 32. EXECUTION
  • 33. COMMUNICATIONSFRAMEWORKAWARENESSMessaging: Hemlock Grove’sPremiere: Sweatpants, comfort food,cuddling position... Ready, set action.it’s on us.Reason to believe: Netflix is allabout giving control to the customerCONSIDERATIONMessaging: Hemlock Grove: DieCarefully.Watch responsibly. Put it onour tab.Reason to believe: HemlockGrove is content that is“unconventional”/risky, and theproducers pushed the content’s tolimits appropriate forTV.BUYINGMessaging: Hemlock Grove.Watch this weekend without evenhaving to register. One-month freetrial.Reason to believe: Netflix offersone-month free trial, which eases theunease of people to purchasecontent online. However, once theyare hooked and tried the platform,they are more likely to sign up.MEDIASocial AdsSearchRun of NetworkMicrositeYoutubeMEDIASocial AdsCommunity ManagementSearchMicrositeInfluencer OutreachMEDIASocial AdsSearchMicrositeWebsiteCURRENT CONSUMER BEHAVIORUNAWARE MALE AND FEMALES 18-25DESIRED BEHAVIORSIGN UP FOR NETFLIXFACEBOOKTWITTERGOOGLEYOUTUBEMICROSITESEARCHENTERTAINMENTBLOGS SOCIALASKING FRIENDSPINTERESTENTERTAINMENTFORUMS
  • 34. DIGITALECOSYSTEMWEBSITE AND MICROSITERUN OF NETWORKSOCIAL BOOKMARKINGGOOGLE SEARCHYOUTUBE TRUEVIEW +SPONSORED STARSFACEBOOK AND TWITTER PAGESINFLUENCEROUTREACH
  • 35. BUDGETLong Form Content: Microsite $30,000Search $200,000Run of Network $50,000Social Bookmarking $200,000Youtube Trueview $200,000Youtube Sponsored Stars $150,000Influencer Outreach $20,000Production $150,000TOTAL $1,000,000
  • 36. KEYPERFORMANCEINDICATORSRETENTION70% positive sentimentPURCHASE500,000 sign up for NetflixPREFERENCE15% increase in purchase preferenceCONSIDERATION8.5M new + current visitors to site1M sign up for 1-month free trialAWARENESS10,625M impressions
  • 37. NEXT STEPS
  • 38. TIMINGSign-off TodayPre-Campaign Measurement TomorrowCreative Development March 11Microsite: Live March 18Account Setup (Branding and Content Strategy) March 18Influential Outreach March 22Campaign Launch March 31Ad Buy April 1stPost-Campaign: Evaluate KPI’s May 19
  • 39. gracias...by @vanevela from @Sparkweavers