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Megan Hanney
@meganhanney
Skillshare: Crash Course in Digital Strategy
Friday, 21 June 13
Friday, 21 June 13
Due to broadband availability,TV viewership is going
down, while streaming content has become the most
convenient way to ‘watch your stories’.
Friday, 21 June 13
Netflix has invested hundreds of millions of dollars in
original series—House of Cards,Hemlock Grove,Arrested
Development, Orange Is the New Black, a Ricky Gervais
show called Derek, and Turbo: F.A.S.T., a kids show co-
produced with DreamWorks Animation
“We think of the technology as a vehicle for creating a better,
more modern experience for the content we have,” says Chief
Executive Officer Reed Hastings.
“What we’re really competing for quite broadly is people’s time.”
Friday, 21 June 13
The uptake of ‘binge
watching’
Even the latest update of Netflix includes the
phrase ‘binge-watching in the description
Friday, 21 June 13
Friday, 21 June 13
Insight #1
How consumers view TV:
Watching content online and watching an more content in
a shorter space of time is becoming increasingly common.
Friday, 21 June 13
what is up with all the
werewolves these days?
Friday, 21 June 13
about Hemlock grove
Staring European and
Australian talent
Directed by Eli Roth
(Known for his Gore-
teamed movies)
eg: Hostel
Season 2 Launching
July 2013
All episodes available
in one hit.
Other Werewolf/vampire series:
True Blood, Supernatural, Being
Human,Vampire Diaries, Grimm,
Teen Wolf...You could say its a trend.
Friday, 21 June 13
“There are certain
expectations when
horror master Eli
Roth puts his name
on a project, chief
among them: gore.”
(Cassandra Szklarski, The Canadian Press Apr 16, 2013 04:31:19 PM)
Friday, 21 June 13
“Of course, there’s a reason the impossibly attractive “Twilight”
creatures appeal to large — mostly female — audiences.” Eli Roth
“But when they grow out of that phase, they’ll be looking for
something else,” he suggests.
“They’re going to want to see stories with similar themes — not just
werewolves and vampires, all kinds of monsters. But really, you know,
done in a much more adult way.Those kids are going to grow up and
they’re going to want something that’s much harder.”
Friday, 21 June 13
Insight #2
Gore/scary topics are a trending topics for TV/Movies
Friday, 21 June 13
According to Quantcast, Hulu visitors are mainly 18-24,
whereas, Netflix visitors are mainly 25-54. ->A potential
growth area for Netflix and Hemlock Grove is the
demographic taken by hulu.
Hemlock Grove makes
the perfect catalyst for
a new audience to sign
up to Netflix
Insight #3
Friday, 21 June 13
So their Next step?,
World domination:
In its first quarter earnings report, issued Monday 6th of May, Netflix said:
“Given our expected return to global profitability in Q2, and how well we've been received in the UK,
we've decided to open an additional attractive European market in Q4 of this year. Assuming
continued success, and additional markets we can enter with confidence, we expect to roughly match
the roll-out of new markets to global profitability for the foreseeable future.”
Netflix knows that their audience is
Global
Friday, 21 June 13
Netflix starting to promote Arrested
Development in London
Friday, 21 June 13
Netflix top subscription cities:
LA/NYC/Toronto/Chicago/SF
and London
Friday, 21 June 13
Insight # 4
Target Major European Cities.
eg: London, Paris, Berlin.
Friday, 21 June 13
Problem
Low awareness of Hemlock Grove as an original series on Netflix.
Objective
Introduce people to Hemlock Grove and increase subscriptions to
Netflix by 30%YOY.
Friday, 21 June 13
Timeframe
Budget
Increase subscriptions of Netflix by 15% overall by
September 2013 and Increase subscriptions of Netflix in
Europe by 30% by December.
800,000 pounds
Friday, 21 June 13
Data Insights
Common search
terms are ‘netflix
movies’ (not tv)
People tweet
what they are
watching on
Netflix
more commonly
watched on PS3’s
than any other
device
Hemlock grove is currently ranked a 7.1 on IMBD
Hemlock grove ranks very highly on
Getglued with checkins (streaming for
free is high)
Netflix accounts for
1/3 of US internet
traffic.
Mainly LA/NYC/Toronto/
Chicago/SF and London
Friday, 21 June 13
Current consumer
profile
• 56% Female
• age: 25-44
• 56% no kids
• household income of
100-150k
• graduate/post graduate
educated
• Mainly in Major cities:
LA/NYC/Toronto/
Chicago/SF/London
Friday, 21 June 13
Target women18-34
who live in London/
Prague/Berlin/Rome/
Madrid and other
major cities across
Europe.
The strategy
by targeting women in
the age group,
statistics say 85%
there is a likely to
watch with a friend or
boyfriends of a similar
demographic
Friday, 21 June 13
IDEA
Movie theatres set up to premier (in the top cities
simultaneously) all in one big binge. (but how does this
translate to Netflix subscriptions)
Tickets can be won by subscribing to Netflix in the
month prior to the launch of season 2.
Each episode is slightly under an hour x 13 episodes
= 13 hours. Overnight slumber party at the theatres.
Major Prize being a screening in Eli Roths’
Goreatorium in LasVegas
Friday, 21 June 13
#NOTFORKIDS CAMPAIGN
Real interactive experience when you see all 13 hours in the
theatre with other fans all dressed up.
They will think it is just a huge sleep over with people wearing
pyjamas and bringing blankets.
But when the gore-y parts start happening the audience will be
surprised by some of their fellow viewers jumping up to scare the
fellow patrons.
Friday, 21 June 13
#NOTFORKIDS
These people who are
jumping up to scare the
audience then take photos
and post on facebook/
twitter/tumblr for the rest
of the audiences across the
globe to see and share their
favourites.
Friday, 21 June 13
Awareness Consideration Purchase
Communications frameworkCurrent Consumer
behaviour
Desired behaviour
Sign up for Netflix
Facebook
Youtube
Twitter
Pintrest
IMBD
Ask Friends
Youtube trailers
Microsite
Movie trailers Reddit
Tumblr
Creative messaging:Win a
chance to go to the premier in
LasVegas or in your home city
to watch all at once
Media Media Media
Horror blogs Getglued
Creative messaging: Not for kids.
Creative messaging: Netflix is the
only place to binge-watch Hemlock
grove.
Reasons to believe: Competition.
Also a great chance to promote
smaller screenings.
Reasons to believe:Themes in
Hemlock Grove of sex, drugs,
violence and bad language.
Reasons to believe:Themes in
Hemlock Grove of sex, drugs,
violence and bad language.
Microsite
Netflix
Eli Roth website
Goretorium site
Youtube
IMBD
Horror Blogs
Eli Roth hosted Reddit
Youtube
Facebook ads
Netflix ads
Banner ads
Friday, 21 June 13
KPI’s
Retention
Purchase
Preference
Consideration
Awareness
20,000 Facebook likes
2,000 new Twitter followers
1.5 million visitors to the Hemlock Grove website
200,000 trial sign ups for Netflix
Netflix subscriptions up 30%YOY
keeping or higher a 7.2 star rating
on IMBD,
2 million impressions to target market (facebook/twitter)
Friday, 21 June 13
Digital ecosystem
Overnight screening
(also helps spread
awareness to others
who didn’t sign up
before the launch)
Social Media: Facebook/twitter/instagram
Google search and banner ads
Awareness
Consideration
Youtube trailers
Horror bloggers
Reddit with Eli Roth
Youtube ads
Tumblr
GetGlued
Purchase
Netflix sign up competition
Hemlock Grove Microsite
Goreatorium Microsite
Friday, 21 June 13
Budget
Banner ads 50,000 pounds
Facebook 40,000 pounds
Twitter 20,000 pounds
Competition 500,000 pounds
Reddit with Eli Roth 10,000 pounds
Youtube 100,000 pounds
Netflix ads 30,000 pounds
Horror Blogs outreach 60,000 pounds
Total 740,000 pounds
Friday, 21 June 13
@meganhanney
Friday, 21 June 13

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Hemlock grove Communications strategy

  • 1. Megan Hanney @meganhanney Skillshare: Crash Course in Digital Strategy Friday, 21 June 13
  • 3. Due to broadband availability,TV viewership is going down, while streaming content has become the most convenient way to ‘watch your stories’. Friday, 21 June 13
  • 4. Netflix has invested hundreds of millions of dollars in original series—House of Cards,Hemlock Grove,Arrested Development, Orange Is the New Black, a Ricky Gervais show called Derek, and Turbo: F.A.S.T., a kids show co- produced with DreamWorks Animation “We think of the technology as a vehicle for creating a better, more modern experience for the content we have,” says Chief Executive Officer Reed Hastings. “What we’re really competing for quite broadly is people’s time.” Friday, 21 June 13
  • 5. The uptake of ‘binge watching’ Even the latest update of Netflix includes the phrase ‘binge-watching in the description Friday, 21 June 13
  • 7. Insight #1 How consumers view TV: Watching content online and watching an more content in a shorter space of time is becoming increasingly common. Friday, 21 June 13
  • 8. what is up with all the werewolves these days? Friday, 21 June 13
  • 9. about Hemlock grove Staring European and Australian talent Directed by Eli Roth (Known for his Gore- teamed movies) eg: Hostel Season 2 Launching July 2013 All episodes available in one hit. Other Werewolf/vampire series: True Blood, Supernatural, Being Human,Vampire Diaries, Grimm, Teen Wolf...You could say its a trend. Friday, 21 June 13
  • 10. “There are certain expectations when horror master Eli Roth puts his name on a project, chief among them: gore.” (Cassandra Szklarski, The Canadian Press Apr 16, 2013 04:31:19 PM) Friday, 21 June 13
  • 11. “Of course, there’s a reason the impossibly attractive “Twilight” creatures appeal to large — mostly female — audiences.” Eli Roth “But when they grow out of that phase, they’ll be looking for something else,” he suggests. “They’re going to want to see stories with similar themes — not just werewolves and vampires, all kinds of monsters. But really, you know, done in a much more adult way.Those kids are going to grow up and they’re going to want something that’s much harder.” Friday, 21 June 13
  • 12. Insight #2 Gore/scary topics are a trending topics for TV/Movies Friday, 21 June 13
  • 13. According to Quantcast, Hulu visitors are mainly 18-24, whereas, Netflix visitors are mainly 25-54. ->A potential growth area for Netflix and Hemlock Grove is the demographic taken by hulu. Hemlock Grove makes the perfect catalyst for a new audience to sign up to Netflix Insight #3 Friday, 21 June 13
  • 14. So their Next step?, World domination: In its first quarter earnings report, issued Monday 6th of May, Netflix said: “Given our expected return to global profitability in Q2, and how well we've been received in the UK, we've decided to open an additional attractive European market in Q4 of this year. Assuming continued success, and additional markets we can enter with confidence, we expect to roughly match the roll-out of new markets to global profitability for the foreseeable future.” Netflix knows that their audience is Global Friday, 21 June 13
  • 15. Netflix starting to promote Arrested Development in London Friday, 21 June 13
  • 16. Netflix top subscription cities: LA/NYC/Toronto/Chicago/SF and London Friday, 21 June 13
  • 17. Insight # 4 Target Major European Cities. eg: London, Paris, Berlin. Friday, 21 June 13
  • 18. Problem Low awareness of Hemlock Grove as an original series on Netflix. Objective Introduce people to Hemlock Grove and increase subscriptions to Netflix by 30%YOY. Friday, 21 June 13
  • 19. Timeframe Budget Increase subscriptions of Netflix by 15% overall by September 2013 and Increase subscriptions of Netflix in Europe by 30% by December. 800,000 pounds Friday, 21 June 13
  • 20. Data Insights Common search terms are ‘netflix movies’ (not tv) People tweet what they are watching on Netflix more commonly watched on PS3’s than any other device Hemlock grove is currently ranked a 7.1 on IMBD Hemlock grove ranks very highly on Getglued with checkins (streaming for free is high) Netflix accounts for 1/3 of US internet traffic. Mainly LA/NYC/Toronto/ Chicago/SF and London Friday, 21 June 13
  • 21. Current consumer profile • 56% Female • age: 25-44 • 56% no kids • household income of 100-150k • graduate/post graduate educated • Mainly in Major cities: LA/NYC/Toronto/ Chicago/SF/London Friday, 21 June 13
  • 22. Target women18-34 who live in London/ Prague/Berlin/Rome/ Madrid and other major cities across Europe. The strategy by targeting women in the age group, statistics say 85% there is a likely to watch with a friend or boyfriends of a similar demographic Friday, 21 June 13
  • 23. IDEA Movie theatres set up to premier (in the top cities simultaneously) all in one big binge. (but how does this translate to Netflix subscriptions) Tickets can be won by subscribing to Netflix in the month prior to the launch of season 2. Each episode is slightly under an hour x 13 episodes = 13 hours. Overnight slumber party at the theatres. Major Prize being a screening in Eli Roths’ Goreatorium in LasVegas Friday, 21 June 13
  • 24. #NOTFORKIDS CAMPAIGN Real interactive experience when you see all 13 hours in the theatre with other fans all dressed up. They will think it is just a huge sleep over with people wearing pyjamas and bringing blankets. But when the gore-y parts start happening the audience will be surprised by some of their fellow viewers jumping up to scare the fellow patrons. Friday, 21 June 13
  • 25. #NOTFORKIDS These people who are jumping up to scare the audience then take photos and post on facebook/ twitter/tumblr for the rest of the audiences across the globe to see and share their favourites. Friday, 21 June 13
  • 26. Awareness Consideration Purchase Communications frameworkCurrent Consumer behaviour Desired behaviour Sign up for Netflix Facebook Youtube Twitter Pintrest IMBD Ask Friends Youtube trailers Microsite Movie trailers Reddit Tumblr Creative messaging:Win a chance to go to the premier in LasVegas or in your home city to watch all at once Media Media Media Horror blogs Getglued Creative messaging: Not for kids. Creative messaging: Netflix is the only place to binge-watch Hemlock grove. Reasons to believe: Competition. Also a great chance to promote smaller screenings. Reasons to believe:Themes in Hemlock Grove of sex, drugs, violence and bad language. Reasons to believe:Themes in Hemlock Grove of sex, drugs, violence and bad language. Microsite Netflix Eli Roth website Goretorium site Youtube IMBD Horror Blogs Eli Roth hosted Reddit Youtube Facebook ads Netflix ads Banner ads Friday, 21 June 13
  • 27. KPI’s Retention Purchase Preference Consideration Awareness 20,000 Facebook likes 2,000 new Twitter followers 1.5 million visitors to the Hemlock Grove website 200,000 trial sign ups for Netflix Netflix subscriptions up 30%YOY keeping or higher a 7.2 star rating on IMBD, 2 million impressions to target market (facebook/twitter) Friday, 21 June 13
  • 28. Digital ecosystem Overnight screening (also helps spread awareness to others who didn’t sign up before the launch) Social Media: Facebook/twitter/instagram Google search and banner ads Awareness Consideration Youtube trailers Horror bloggers Reddit with Eli Roth Youtube ads Tumblr GetGlued Purchase Netflix sign up competition Hemlock Grove Microsite Goreatorium Microsite Friday, 21 June 13
  • 29. Budget Banner ads 50,000 pounds Facebook 40,000 pounds Twitter 20,000 pounds Competition 500,000 pounds Reddit with Eli Roth 10,000 pounds Youtube 100,000 pounds Netflix ads 30,000 pounds Horror Blogs outreach 60,000 pounds Total 740,000 pounds Friday, 21 June 13