Here There Be Monsters: Digital Strategy for Hemlock Grove by Nissa P. Poetranto


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Final Assignment by Nissa P. Poetranto for "Crash Course to Digital Strategy" Class on SkillShare with Julian Cole.

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Here There Be Monsters: Digital Strategy for Hemlock Grove by Nissa P. Poetranto

  1. 1. Here There Be Monsters Digital Strategy for Hemlock Grove by Nissa P. Poetranto @dunkerz | #digistratSunday, March 3, 2013
  2. 2. Traditional TV is no longer ʻcoolʼ.Sunday, March 3, 2013
  3. 3. Hourly Consumption Per Month Medium: Q3 - 2011 Q2 - 2012 Traditional TV 146:45 144:54 Online Video 4:31 4:51 Source: “State of The Media: Consumer Usage Report 2011” - Nielsen ( “Exploring the Consumer Media Universe - 2011” - Nielsen ( content/uploads/2013/01/Consumer-Usage-Report-2012-FULL-SIZED.jpg)Sunday, March 3, 2013
  4. 4. Social Media Perception: Twitter “TV Shows” VS. “Netflix”Sunday, March 3, 2013
  5. 5. Twitter Sentiment Comparison Source: Sentiment140 - “TV shows” as of 2013/02/22 ( VS. Source: Sentiment140 - “Netflix” as of 2013/02/22 (, March 3, 2013
  6. 6. You down with VOD? (Yeah you know me!) ider A merican prov d of on-deman ing Internet stream media Gained 2 Million new subs cribers in Q4 2012 and produced unexpect an ed profit for the co mpany VOD services availab le to North & South 27.1 Million subscribers in America, the the US and over 7.3 Million Caribbean, UK, Irelan subscribers in Canada by d, Sweden, Denmark & Q4 2012 Finland Source: “Netflix 4Q 2012 Earnings Show 2 Million User Surge in Subscriber Base” - Huffington Post ( “Canadians are embracing Netflix, but havenʼt ditched cable: Report” - Toronto Sun ( ditched-cable-report)Sunday, March 3, 2013
  7. 7. Pushing the (red) envelope: Netflix Original ProgrammingSunday, March 3, 2013
  8. 8. The Prototype: “Lilyhammer” Starring Steven Van Zandt Drama genre a.k.a. Silvio Dante from “The Sopranos” First series funded by Netflix, and released as a single batch of episodes Made by Rubicon TV for The Netflix acquisition from NRK Has now clocked up NRK in Norway, acquired gives Netflix exclusive rights to sales in 130 countries by Netflix in March 2011 premiere the first season in US, Canada & Latin America Used by Netflix to test the waters of online original programming Source: “Lilyhammer heads to Germany” - C21Media ( “Netflix seeks funds for more originals” - C21Media ( “Netflix bags Norwegian drama” - C21Media ( “Israel says Yes to Lilyhammer” - C21Media (, March 3, 2013
  9. 9. The Big Debut: “House of Cards” USD$100 Milli Strong cast with studio investm on Hollywood A-List leads Netflix to acq ent from uire the series in Marc h 2011 Politic al D rama/T hriller genre acey Robin Wrig Kevin Sp ht Directe d by Da n vid Finc release o s her ltan eous tflix s ite Simu adian Ne anU S&C on Prem iered 13 y1 st, 20 Fe bruar (Academ y Award Golden G nominee, lobe & B AFTA w for best inner Single-batch release director ) Source: “Netflixʼs Risky Strategy for House of Cards” - Forbes (, March 3, 2013
  10. 10. Itʼs a hit! Source: cards-viewership-secret/239773/ Source: netflix-subscribers-loyalty-survey/ Source: percent-netflix-users-online Source: cards-is-netflixs-streamed-421142Sunday, March 3, 2013
  11. 11. But how did they do it?Sunday, March 3, 2013
  12. 12. The answer: When subscribers talk, Netflix listens (very intently) Source: subscriber-data-house-of-cards Source: house_of_cards_netflix_subscribers_say_the_series _will_make_them_less_likely.html Source: 14115417-how-big-data-stacked-the-deck-to- guarantee-house-of-cards-would-be-a-hit Source: house-of-cards-and-our-future-of-algorithmic- programming/Sunday, March 3, 2013
  13. 13. “House of Cards” by the numbers Survey conducted by Cowen and Company one week after release of “House of Cards”: Sample size: 1,200 people 28% are paying Netflix subscribers, another 18% have access to a Netflix streaming account Of those, 10% watched “House of Cards” during the first weeks it was available On average, Netflix viewers had streamed an average of 6 “House of Cards” episodes 80% rated the series “good” or “exceptional” 90% rated the bulk rollout of episodes positively, and viewed multiple episodes per viewing session 86% said they are less likely to cancel after viewing “House of Cards” 34% said they are aware of Netflixʼs original programming plans 19% are aware of “House of Cards” prior to watching Current subscribers view 6.5 hours of content per week on 2.5 devices per account 23% of Netflix subscribers said they cancelled their cable or satellite service, and they watch about 8.5 hours of content on average Source: “Survey Says: 10% of Netflix SUbscribers Have Streamed House of Cards, Watching 6 Episodes on Average” - TechCrunch (, March 3, 2013
  14. 14. Up next by Netflix: “Hemlock Grove” Based on a novel by g enre Brian McGreevy Horror/Thriller Acquired by Netflix from Gaumont International Television in December Edgy, European leads 2011 Roth Direct ed by Eli n Famke Jansse Bill Skarsgård antino, Q uentin Tar Protegé of e in the horror Dougray Scott m rose to fa cess of genre wit h the suc e Hostel Cabin Fe ver and th es franchise Premier 13 20 April 19th, Source: Single-batch release “Eli Roth Producing Horror Series Hemlock Grove for Netflix” - Cinema Blend Roth-Producing-Horror-Series-Hemlock- Grove-Netflix-37747.htmlSunday, March 3, 2013
  15. 15. The Client Brief Problem: Low awareness for the new series - Spark interest for “Hemlock Grove using the media momentum resulted from the release of “House of Cards” Objective: 500,000 new subscribers Timeframe: March - June 2013 Budget: $ 250,000Sunday, March 3, 2013
  16. 16. The Target: Web designer, new graduate, shares an apartment with his best friend A Redditor who reads and comments on horror, tech and entertainment blogs religiously on his tablet and smartphone (also Like-ing them at work on Facebook when his boss isnʼt around) Loves sci-fi and gory horror movies, and watches them with his roommate Reads horror/thriller novels and graphic novels on his tablet Follows his favourite musicians on Twitter and shares his favourite workout mixes on his Facebook Timeline Between work, hanging out with his girlfriend, gym-time and going out with his friends, Tyler has sporadic free- time and canʼt keep up with the TV schedule Tyler streams limited online content on YouTube and has not joined Netflix since he feels typical TV programming on Netflix is not ʻdarkʼ enough “Hemlock Grove” on Netflix will be the perfect mix for Tylerʼs taste and busy schedule Tyler, (22) Portland, ORSunday, March 3, 2013
  17. 17. Media Usage Tylerʼs age group (18-24) spends the most time on social networking sites while on their PCs Nearly a quarter of people aged 18-34 use social media to comment on what they like/dislike about a storyline while watching TV 38% of smartphone owners and 44% tablet owners visited a social networking site during the program 23% of smartphone owners and 35% of tablet owners looked up information related to the TV program being watched Source: Social Media Report 2012 - Nielsen, March 3, 2013
  18. 18. The Strategy Business Goal: Increase Netflix subscriptions by 500,000 Business Strategy: Target 18 - 24 year old males Advertising/Com munications Go Awareness of “H al: emlock Grove” a Consideration o nd f Netflix for 18 - 24 year old m ale enthusiasts o horror/thriller ge f the nre Insight: Get Netflix = Get “H em lock Grove” : ns Strategy C omm unicatio sters. on Be M e re There Netflix. HSunday, March 3, 2013
  19. 19. The (big) ideasSunday, March 3, 2013
  20. 20. The Communications Framework Current Consumer Behaviour Male, 18-24, Horror/Thriller fans Desired Response Subscribe to Netflix Reddit Twitter Horror Blogs and Forums Word-of-mouth Search Search Facebook Tumblr YouTube Facebook Google Remarketing Awareness Consideration Purchase Netflix will cater to the hordes of horror fans Watch in bits when you have time, or pull a Catch the new original series and watch your with the supernatural original series, ʻHemlock horror marathonʼ with all “Hemlock favourite horror movies and shows all on “Hemlock Grove”, produced by Quentin Grove” episodes released at once on Netflix. Netflix Tarantino acolyte, Eli Roth. You choose. Reason to believe: Reason to believe: Reason to believe: “Hemlock Grove is unlike anything else in its “I feel like in the 90s, horror just lost its way One-month freeview to the best selection of genre. Itʼs sexy, gripping, emotional and and everything became so safe and watered- horror classics and the new Hemlock Grove twisted, and weʼre certain viewers are going to down. When I go see an R-rated horror movie, series. Subscribe for more gore. be captivated by its intensity” I want lots of violence. I want nudity. I want -Ted Sarandos, Netflix Chief Content Officer sex and violence mixed together. Whats wrong with that? Am I the only one? I dont think so.” -Eli Roth Media: Media: YouTube: Pre-roll ads Media: Reddit: Eli Roth IAmA session and Tumblr: Sponsored posts and blogger Search “DreadIt” Redditor outreach outreach Remarketing Facebook: Sponsored Stories Horror Blogs and Forums: Ads and Owned Social Twitter: Direct engagement community outreach Social Ads Search: “shows similar to” Earned Media Microsite Rich Media Owned Media Search MicrositeSunday, March 3, 2013
  21. 21. The Digital Ecosystem: Awareness Reddit - IAmA: I am Eli Roth: Horror director extraordinaire. Ask me Anything! Invite Eli Roth to do a Reddit IAmA session to talk to his fans and promote the new “Hemlock Grove” seriesSunday, March 3, 2013
  22. 22. The Digital Ecosystem: Awareness Reddit - Dreadit (Horror Reddit): HEMLOCK GROVE: Eli Roth’s awesome new horror series on Netflix Promote the trailer on DreadIt (the Horror sub-Reddit) and create a “Hemlock Grove” discussion with the communitySunday, March 3, 2013
  23. 23. The Digital Ecosystem: Awareness (contʼd) Facebook: FB Ads and Sponsored Stories leading to “Hemlock Grove” microsite Rich Media: Rich media buys on movie blogs, TV and news channels for leaderboard and big box ads with trailer preview on rollover that leads to microsite Search: Adwords buy for “horror” keywords, “shows similar to”, and “Netflix” with all links pointing to microsite Twitter: Target users tweeting about horror-related interests to view the “Hemlock Grove” trailerSunday, March 3, 2013
  24. 24. The Digital Ecosystem: Consideration Horror Blogs and Forums: April 19. Only on: 13 episodEs. are you ready? [Trailer Tracks] Eli Rothʼs new horror series for Netflix: “Hemlock Grove” April 19. 13 episodEs. Are you ready? Post trailer to “Hemlock Grove” with links pointing to microsite and engage in conversation with bloggers and horror forum communitiesSunday, March 3, 2013
  25. 25. The Digital Ecosystem: Consideration YouTube: Pre-roll ad campaign for videos related to horror/mystery (real life, tv, movie and/or video game clips) with a short trailer for “Hemlock Grove”Sunday, March 3, 2013
  26. 26. The Digital Ecosystem: Consideration Tumblr: Promoted posts of “Hemlock Grove” related art, production stills, cast interviews, etc. with “horror” tags and links pointing to microsite Opportunity to engage blogger outreach by looping them in on exclusive contentSunday, March 3, 2013
  27. 27. The Digital Ecosystem: Consideration Get Glue: Engage Get Glue users in a conversation to better inform them of the viewing advantages on the Netflix platform, and invite them to to sign-up for the free trial to view “Hemlock Grove”Sunday, March 3, 2013
  28. 28. The Digital Ecosystem: Consideration (contʼd) Rich Media: Rich media buys on movie blogs, TV and news channel sites for leaderboard and big box ads with trailer preview on rollover that leads to microsite Banners: Ad buys on movie blogs, TV and news channel sites for leaderboard and big box ads that leads to microsite Search: Adwords buy for “horror” keywords, “shows similar to”, and “Netflix” with all links pointing to micrositeSunday, March 3, 2013
  29. 29. The Digital Ecosystem: Purchase Remarketing: Google remarketing on ads and rich media that link to microsite Search: Adwords buy for Eli Roth and network TV shows of similar horror/mystery/thriller genre with links pointing to micrositeSunday, March 3, 2013
  30. 30. The Breakdown: Hemlock Grove Microsite Main Page: Netflix member log-in required New subscribers will be given access after freeview registration Social login enabled Microsite Content: Example for exclusive content sections would be photo gallery of production stills, soundtracks section with music videos and download links to songs featured on the series, credits/characters section for cast highlights, etc. Email Update: In hopes of decreasing abandonment rate, for those not interested in signing-up right away, they can enter their email to receive news about new content being posted to the site and news about the series to entice them to register furtherSunday, March 3, 2013
  31. 31. KPI Retention 80% positive sentiment 4,000,000 FB Likes 300,000 Twitter Followers Purchase 500,000 new subscribers Preference 20% increase in Netflix member referrals 10% increase in FB Likes and Twitter RTs Consideration 650,000 qualified visitors to the site Awareness Uptake in search volume at site launch period 30 Million impressions from FB ads and banners 10 Million views on YouTube for the series trailerSunday, March 3, 2013
  32. 32. Budget Microsite $ 50,000 Search $ 30,000 Banners $ 50,000 Blogger Outreach $ 50,000 FB Ads and Sponsored Stories $ 20,000 YouTube Ads $ 50,000 Total Cost $250,000Sunday, March 3, 2013
  33. 33. Questions, Comments, Love Letters, Gift Baskets? @dunkerz PS: Letʼs talk shop!, March 3, 2013