MAY 2014

Integrated marketing approach

Creative solutions

Extensive media planning

Deliver above and beyond marketing

Exceed all expectations

O U R M I S S I O N

T H E T A S K

18-34 Male and FemalesSelective and Convenience ConsumersHigh Involvement

Specific Preferences

Binge Watchers

Low Involvement

No Preference

Leisure Watchers

College Students - Young FamiliesHighly social and integrated in social mediaUp to date in popular culture

T H E T A R G E T

T H E R E S E A R C H

33.3 Million Customers

TV ShowsMovies

53%

9% 11%

73%

Both

36%

18%

Netflix Users Hulu Users

Preferred Media Content between Netflix and Hulu

10 million

23.3 million Non-Paying

Paying

TV Shows

18-3435-54

55+

User-Generated Content

Movies

Music Videos

News

Personal Videos

Web Videos

372616

332115

282014

19105

132118

1176

1052

Age in

Online MediaConsumption

Netflix main consumers are Millennials who are heavily influenced by word of mouth.

More variety, available instant streaming, and original content but not advertised enough to consumers.

About 30% of Netflix users are not paid subscribers.

O U R I N S I G H T S

Marketing ObjectivesIncrease number of Netflix millennial subscribers by 4% in the first 12 months of campaign.

Communication ObjectivesIncrease advocacy amongst current users in order to build awareness among non-users via word of mouth and referral.

Media ObjectivesIncrease frequency rate by 45%Extend reach by 15% within one year of the campaign.

Use television, OOH, and print media to provide coverage of 85% of the target market over a one year period.

O U R O B J E C T I V E S

Only on Netflix

O U R I D E A S

Netflix offers the MOST in original content

Humor/Juxtaposition

Your Life, Your Netflix

O U R I D E A S

Netflix largest selection of movies

There is something for everyoneand every situation

Benefit/slice of life

Anytime, Anywhere

O U R I D E A S

Available on all screens (phone/TV/tablet/and laptop)

Supported on most platforms (XBOX,Apple TV, App Store...)

Benefit/Humor

“I would want to watch

House of Cards”

“...really depressing.”“I don’t think it’s funny”

“Too cluttered”“Good tagline”“Distracting”

F E E D B A C K

F I N A L C O N C E P T

O N LY O N

P O S T E V A L U A T I O N

How likely are you to attend a Netflix Sponsored event:

How likely are you to recommend Netflix to:

Primary13

Control14

“Only on Netflix”15

25

20

15

10

5

Friend Family Classmate Colleague Acquaintance

Control Ad

T H E B I G I D E A

Only on Netflix#flixforfriends

Original Content + Referral Program =

Increased Awareness for Original ContentNew Netflix SubscribersPositive Word-of-Mouth sharing Original Content combined with other broadcast shows available on Netflix Appeal to both current users and non-users

Netflix viral content and media mix generate buzz and positive advocacy Hype and anticipation of new seasons will peak at

Netflix Pre-Screening Events

R E C O N S T R U C T I O N

E X E C U T I O N S

A D D I T I O N A L E X E C U T I O N S

O N LY O N O N LY O N

3 S C R E E N S

O U T O F H O M E

SUBWAY/METRO

BUS SIDE

O U T O F H O M E

SUBWAY/METRO

SHELTER

C O M M E R C I A L

“The Presidents”

“Leading Ladies”

Devon

S O C I A L

#myflixfornetflix #netflixambassadors

Video competitionRecreate your favorite scene from House of Cards and Scandal (video or picture)

Top 25 with most likes will win prizes and a ticket to Netflix Pre-Screening Event in Washington D.C. and meet your favorite stars.

Brand AmbassadorsCollege Based - Netflix fans, movie buffs, business and film interests

Free subscription and ticket to pre-screening event

Host movie nights, promote competitions, blog and post about new Netflix material and Netflix related content

3 Pre-ScreeningsLA NYC DC

Winners from #myflixfornetflix will be flown to DC for special speaker series and pre-screening

Tickets will be given on a first serve RSVP basis to Netflix subscribers (LA & NYC)

Guests can bring a non Netflix friend and enter for a chance to win prizes and meet the speakers.

E V E N T S

SEASON 3 PRE SCREENING

SEASON 4 SCREENING

AND

Verizon CenterW a s h i n g t o n D . C .

january 17, 2015

With gues t speakers : KERRY WASHINGTON AND KEVIN SPACEY

M E D I A P L A N

Social Media 23%

YouTube 40%

Optimization Search 37%

Consumer Magazines 85%

Out of Home 14%

Events 1%

PAID MEDIA

INTERNET MEDIA