Post on 22-Nov-2014
description
a netflix digital strategy@juliancole skillshare assignment
by martin navarrete @martin_nav
insights
Netflix is changing the original content paradigm with a lineup of exciting programs, previously the domain of TV and Cable networks.
insights
Netflix is the dominant player with 1/3 of all internet streaming traffic in North America.
Netflix is triple the size of the #2 competitor: Netflix (40,699,640 UV) vs. Hulu (12,640,986).
A new landscape
insights
Analyzing viewing habits of their 33 mil consumers helps Netflix gauge interest for future shows. Although time will tell if this is the future of programming, the formula worked quite well for House of Cards.
Algorithmic Programming
insights
Netflix raises the bar for original content. House of Cards is the most streamed content in US and in 40 global markets. Over 10% of Netflix subscribers have streamed House of Cards to date.
Binging reaches a new level. In launch week, viewers watched an average of 6 episodes. Does it ruin the surprise or fuel interest?
Netflix has altered the water cooler effect ... “what episode are you on?” replaces “have you seen it?” in the cultural zeitgeist.
Shifting viewer habits
insights
Netflix’s initial success sets the stage for the launch of Hemlock Grove
the brief
Challenge
The media storm around the success of House of Cards has fueled consumer interest in Netflix’s upcoming lineup of high-profile original content. Despite this, there is very low awareness for Hemlock Grove. Although Netflix is off to a great start, each show will ultimately be judged on it’s own merit.
the brief
Goal
The objective is to grow Netflix’s subscriber base, particularly with a younger audience. The goal is to attract 650k new subscribers through a successful launch of Hemlock Grove.
the brief
Timing
The heavy up period is March-May 2013. A sustaining effort will support the campaign throughout 2013.
Budget
$300k.
the brief
Consumer
The primary target for Hemlock Grove are young adults 18-24, with a slight female skew. They are the main audience for content in the horror/vampire genre and have fueled hit shows like True Blood on HBO.
They are a culturally and digitally savvy audience especially in the social media space. These young social media users share the happenings in their lives freely. They actively stream video for entertainment purposes and are quick to express their thoughts via their Facebook posts.
This is a younger audience than Netflix’s core of females 25-34 and 35-44; they represent a key consumer segment to expand their subscriber base.
the brief
Proposition
With Netflix, you can establish a personal relationship with the Hemlock Grove actors.
the brief
Reasons to believe
Netflix knows what their audience likes and has a strong track record of creating hit programming.
The success of House of Cards has consumers eagerly anticipating upcoming shows like Hemlock Grove.
Viewers are binging entire seasons of streamed shows in record time...
... however, this compressed viewing timeframe doesn’t allow core fans a long time to get to know the characters very well.
the idea
the idea
Netflix will create a unique way
the idea
Netflix will create a unique way
for fans to connect with the Hemlock Grove characters
the idea
Netflix will create a unique way
for fans to connect with the Hemlock Grove characters
through live
the idea
Netflix will create a unique way
for fans to connect with the Hemlock Grove characters
through live
personal
the idea
Netflix will create a unique way
for fans to connect with the Hemlock Grove characters
through live
personal
conversations.
Imagine spending quality time with the Hemlock Grove character of your choice...
the idea
how it works
Watch all 13 Hemlock Grove episodes for a chance to have a free, live, private chat with your favorite character. Once you finish streaming episode 13, Netflix will provide you with an opportunity for a once in a lifetime chat with your favorite Hemlock Grove actor.
how it works
Greenroom chat Photo Opp with your new BFF
Social Media Integration
Share
“Just chatted with @FamkeJanssen”
#hemlockgrovegreenroom
Netflix will partner with Greenroom.net, the platform that provides personal phone and video conversations with your favorite celebrities. This will be the first partnership with the entire cast of a hit show. The program will be fully integrated through all relevant social media channels.
communications framework
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSEFEMALE 18-24 NETFLIX SUBSCRIPTION
CREATIV
EM
ED
IA
Facebook Metacafe Netflix word of mouth
HBO Rotten Tomatoes Hulu
AWARENESS
“Netflix is launching a new original show”
RESEARCH
highlight show concept, genre and
talent
PURCHASE
exclusively on Netflix,first episode free,meet the actors
MEDIA
bannersrich media
social
MEDIA
bannersrich media
social
MEDIA
rich mediasocial
activation
4/19/13 LAUNCH
Hemlock Grove: campaign activity
mar april may jun july aug sept oct nov dec
green room
paid media: digital, social
launch
earned media
2013
Hemlock Grove: suggested measurement
AWARENESS PURCHASE
Google Search Volume
Website Traffic
Youtube Views - Trailer
Twitter Followers
Facebook Likes & Shares
Social Monitoring
Number of Trials (view free episode)
New subscribers - overall & target audience
Hemlock Grove: projected KPIs
Awareness Consideration Preference Purchase Retention
+10% Inc. Search Volume(Launch-Dec).
50 mil impressions:Banners/Rich Media/FB Ads.
5 milTrailer Views (YouTube & Netflix).
5kTwitter Followers.
+10% Inc.qualified site visits.
50k/weekFacebook likes & 5% engagement level via shares(Launch-Dec).
Positive consumer sentiment via socialmonitoring.
1 mil free trial of episode 1 (new subs).
10% trial among existing subscribers.
500k new subscribers(Female, 18-24 demo).
650k new subscribers(all demos).
25% of viewers watch entire series.
15% of series viewers participate in greenroom chat.
thank you
by martin navarrete @martin_nav