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  1. 1. Hemlock Grove On NetFlix Digital Strategy Survival Guide Cary Wong @digitalwong #digistrat final presentationImage credit: http://helvenwolf.deviantart.com/art/Werewolf-claw-172858215
  2. 2. EMERGENCY! Werewolf footsteps are chasing QuickeningYour heartbeat hastening Welcome to the NetFlix/Hemlock Grove Pause Hemlock Grove. Take a deep breath. Digital Strategy Survival Guide. Senses are going into overdrive.. “..CAN’T STAND THEPRESSURE..”you screamed Image credit: http://elane.stanford.edu/public/L254573/medium/TD.B.0119.004.D.jpg
  3. 3. (business issue at hand) SYSTEMIC DIAGNOSIS Netflix would like to increase the Improve overall subscription rate and thereby communal health revenue. One of the major decisions is to offer original programming. (revenue) Hemlock Grove is one of the resulting outstanding series. Increase population (NetFlix subscriptions) We need to attract people to Hemlock Grove. Convey why Hemlock It is an original series worth Grove is worth moving subscribing NetFlix for. into (watching) Image credit: http://www.saturdayeveningpost.com/wpcontent/uploads/satevepost/Doctor_Stauffer-368x346.jpg
  4. 4. IMPROVING SUCCESS RATE Ease of Awareness Access - Only 5400 monthly - NetFlix users likely search for - search in Google Only 326 likes and 20 Mobile “Watch instantly”, “free trial”, “on demand”, “streaming” people talking about in and“app” Facebook - NetFlix app is top 21 overall in US for both iPhone and Increase awareness! Android Key for success! - NetFlix users are 5 times more likely to be interested in Hulu (another streaming service) Watch when I want, where I want!Image credit: http://2.bp.blogspot.com/_Q_oGU0DugTI/SaY5-yh2yDI/AAAAAAAAAAM/blNIcmoLxgM/s1600-h/red-cross-join.jpg
  5. 5. (digital issue at hand) LOCALIZED DIAGNOSIS Problem • Awareness for Hemlock Grove lacking • Mobile access can be difficult Objective • Increase Hemlock Grove search to 300k • Bring the app rating up from 2.5 to 4 Timeframe • February 2013 – August 2013 • Take advantage of slow summer TV Budget • $300,000 Image credit: http://www.tomsriverwellnesscenter.com/patientForm2.jpg
  6. 6. (targets) LIKELY SUFFERERS Meet Jen and Mike. They look like a normal couple now. Both work at offices after graduating from university. Being 30- somethings, they are addicted to technology. The latest smartphones, tablets – you name it, they have it. They have no kids so there is more free time. They like to spend it by watching high-quality TV thrillers. They are used to getting things their way so they want to watch the shows where they want, when they want. They don’t know the lure of Hemlock Grove yet. Once they do, they will become oneImage credits: with the pack.http://1.bp.blogspot.com/-qCAt5S6PYsY/Tm83M6tFr6I/AAAAAAAADLg/gUXzJ6BcpKs/s1600/Love+Couple+Wallpapers.jpghttp://outlawmoon.files.wordpress.com/2012/03/werewolfmoon.jpg?w=379&h=512
  7. 7. (communication messages) TREATMENTS(Issues) Symptoms (Reasons to believe) Treatments I want quick access where I Easy and fast; no hassle apps want, when I want - Revamped app makes for seamless streaming - Works beautifully on all devices - Includes all library contents I want a virtual water-cooler with other fanatics Communal viewing experience - Revamped app automatically aggregates social media comments - Users can add friends and message each other I want extra features to Interactive real-time viewing complete the experience (trivia/polls/etc.) - Revamped app has synced trivia/polls and other interactive features - Works with both viewing via TV or devices I want hot new thrillers. Hemlock Grove and other great Uncensored, no holds-barred contents will keep you locked - First season of Hemlock Grove free - All other werewolf movies free for a monthImage credits:http://www.cellphonehits.net/site/uploads/HTCSurroundFront-2.jpg, http://microsoft.staenz.com/files/2011/09/tweetrama-11.jpg,http://media.carbonated.tv/41610_story__vh1-pop-up-video.jpg, http://www.photo-dictionary.com/photofiles/list/445/818pills.jpg, http://cdn2.sbnation.com/entry_photo_images/7495613/hemlock_grove_large_verge_medium_landscape.jpg
  8. 8. (big idea) SILVER BULLETThe Thrill-seeker campaign circles aroundthe modern lifestyle:Mobile. Social. A beautiful experience.Here is the consumer journey: Media- Jen and Mike hear about the new awareness NetFlix app which allows them to watch Hemlock Grove for free along with other werewolf movies 2 weeks for free- They download the app, watch the- show seamlessly on all of their apps They watch half of all existing werewolf movies within a month(impossible, I Advocacy increases Thrill- Immaculately developed seeker new app know)- They love the service so they gave 5 star reviews in app store and continue to subscribe- They become NetFlix advocates and convince their friends to join via social media Consumption goes up Image credit: http://rasica.files.wordpress.com/2012/01/silver-bullet-standing.jpg?w=470&h=499
  9. 9. (communications framework) PRESCRIPTION Consumer behaviour iTunes Google YouTube Banners Facebook Twitter Facebook YouTube Twitter Forums AppStore Play NetFlix Other app iTunes Google Other app Bloggers Search Blogs outlets stores AppStore Play stores Awareness Acquisition Advocacy -Hemlock Drive is edge-of- -It’s so easy to watch -I binge-watched Hemlock Drive your-seat entertainment everywhere this weekend! What a great series! -Free to watch series + -Get exclusive / -NetFlix app is so cool. It’s easy toCreative werewolf movies for a interactive contents use and fun to play with. month if you install new app only in app Paid: Paid: PR: -Banners -SEO in app stores -Bloggers/Social Media -Preroll -Banners in app Earned: -SEM stores -Bloggers/Social Media PR: Owned: -YouTube -Bloggers/Social Media -Social Media -Word-of-Mouth Owned: -Youtube channelMedia -NetFlix outlets -Social Media Image credit: http://www.ezmedicaloffice.com/images/screen_shots/Prescription.gif
  10. 10. (KPIs) DEBRIEFING Retention App reviews Word-of-Mouth 200% increase in Facebook likes 200% increase in Twitter mentions Purchase 35% continues to subscribe Preference 4 star app reviews 20% preference for NetFlix among target audience Image: Best experience, best content Consideration 300,000 searches from search engines AwarenessSearch engine + Facebook ads – 47,631,892 impressions NetFlix outlets– 11,000,000 impressions Social media shares/likes/discussions Image credit: http://www.apolloexplorer.co.uk/photo/img/AS13/10075546.jpg
  11. 11. BUDGETINGApp building $150,000SEO/SEM $40,000Banner Ads $50,000Videoproduction $5,000Blogger /Social Mediaseeding $30,000Facebook /Twitter ads $25,000Other EarnedMedia FreeTotalbudget $300,000 Image credit: http://www.lmnblog.com/lmn/wp-content/uploads/2011/04/budget.jpg
  12. 12. END By Cary Wong @digitalwong for @juliancole #digistratImage credit: http://upload.wikimedia.org/wikipedia/en/thumb/3/3d/Poster_for_Hemlock_Grove.jpg/461px-Poster_for_Hemlock_Grove.jpg