Netflix andHemlock GroveIncreasing Net SubscriptionsUtilizing the Youth Market
NetflixOne of the most respected brands in the mediasphere with over 33 million subscribers.A recent player in original content, gaining buzzwith such series as House of Cards andArrested Development.
Netflix needs to continue to driveconsumer growth in an increasinglycrowded streaming market.
The BriefThe ProblemIncreasing Netflix subscribers in 2nd Quarter 2013 by 15%The SolutionUtilizing the groundbreaking, youth-focused show HemlockGrove to drive consideration and signups among young,savvy consumers.
Project Insights-The youth market (ages 18-24) make up only 10% of NetflixSubscribers-Searches for Netflix spike during Friday afternoons-Binge viewing is an increasing way of media consumption-Over 40% of Facebook users watch a show based on a friend’srecommendation-College Students are more likely to watch video content on a computeror smartphone than a regular TV-83% of new household do NOT sign up for traditional Pay TV services(Cable or Satellite)-Netflix has a 97% Retention Rate (the highest in the industry)
THE YOUTH MARKET-"Cord Cutters" and"Cord Avoiders"-More Likely ToPurchase a StreamingService-More likely to useSocial Media-More Likely to "BingeWatch"
Meet Maya College Student, 20 -Avid Social Media Consumer -Has a Twitter, Facebook, and Pinterest Account -Does not Own A TV -Spends more than 6 hours a day on the Internet -Prefers to consume media on her mobile device -Watches over 30 minutes of Internet video today DOES NOT HAVE A NETFLIX ACCOUNT
Lets Encourage Binge WatchingThe Hemlock Grovecampaign will be timed forThursdays and Fridays, asGoogle Searches spike forNetflix searches and movierecommendations.We encourage bingewatching through the use oftargeted 2 and three dayfree trials targeted towardthe key demographic
Lets Create A ConversationUtilizing Social Media todrive awareness andconversation around theHemlock Grove series. #DIECAREFULLY
The CampaignCurrent Behavior Desired Behavior Awareness Consideration Purchase Traditional Media PR "What Are You Doing This Three Day Trials #DieCarefully Hashtag Campaign Weekend?" "Try Netflix This Weekend. FREE YouTube Trailer on Front Page Targeted Ad Campaigns to run Three Day Trial" Targeted Search Ads on Google Thursday and Fridays to Encourage Web Banner Ads "Binge Watching" during Weekends Episode Previews to Social Media Influencers YouTube Pre-roll Campaigns Media Media Media Web Banners Web Banners Web Banners Targeted Google Ads Google Ads Google Ads Twitter Ads Twitter Ads Twitter Ads Facebook Ads and Facebook Page Facebook Ads and Facebook Page Facebook Ads and Facebook Page YouTube Ads
The CampaignThe TimeframeMarch 2013 - May 2013The MediaWeb Banner Ads, Facebook Promoted Ads,Twitter Promoted Tweets, YouTube Pre-rollAdsThe Budget$135,000
The CampaignWeb Awareness Social Media AwarenessBanner Ads with a focus on Youth Focused websites: #DIECAREFULLYPitchfork, IMDB, SPIN, Rolling Stone, Cracked, Social Media CampaignCollegehumor, Pandora, MTV.com -Twitter Promoted TweetsGeotagged Search Ads: College CampusesPre-roll Ad Buys: YouTube, DailyMotion -Facebook Promoted Page Promotional Considerations Reddit Ask Me Anything (AMA) with Eli Roth Influencer Reach Outs Offer Full Series Previews to Select Influencers in return for tweets to the #DIECAREFULLY hashtag