Digital Strategy for Netflix: Hemlock Grove
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Transcript of Digital Strategy for Netflix: Hemlock Grove
netflixSkillshare: Digital StrategyMentor: Julian Cole by Vanessa Vela / @vanevela
HEMLOCK GROVE
Many of us struggle with buying stuff online
Specially when we had already gotten used to paying...
ZIP
NADA
ZERO
That rings even truer for millenials
They are the first generation to have grown up in a digital world
In the world of social media
That means being used to instant gratification
And, for that matter... expecting it
IF ONLY THEY KNEW ABOUT NETFLIX: HEMLOCK GROVE
>
IF ONLY THEY KNEW ABOUT NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that is coming out with their second original
series
>
IF ONLY THEY KNEW ABOUT NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that is coming out with their second original
series
Hemlock Grove: A murder, werewolves, and surpassing guidelines of what would
be appropriate for TV
>
IF ONLY THEY KNEW ABOUT NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that is coming out with their second original
series
Hemlock Grove: A murder, werewolves, and surpassing guidelines of what would
be appropriate for TV
Over the boundaries and unconventional /risky content is to a younger audience
what candy is to children
>
IF ONLY THEY KNEW ABOUT NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that is coming out with their second original
series
Hemlock Grove: A murder, werewolves, and surpassing guidelines of what would
be appropriate for TV
Over the boundaries and unconventional /risky content is to a younger audience
what candy is to children
All episodes to be available at once>
IF ONLY THEY KNEW ABOUT NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that is coming out with their second original
series
Hemlock Grove: A murder, werewolves, and surpassing guidelines of what would
be appropriate for TV
Over the boundaries and unconventional /risky content is to a younger audience
what candy is to children
All episodes to be available at once
Netflix offers a 1 month free trial>
IF ONLY THEY KNEW ABOUT NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that is coming out with their second original
series
Hemlock Grove: A murder, werewolves, and surpassing guidelines of what would
be appropriate for TV
Over the boundaries and unconventional /risky content is to a younger audience
what candy is to children
All episodes to be available at once
Netflix offers a 1 month free trial
Can you say instant gratification?>
THE CHALLENGE IS...
THE CHALLENGE IS...THEY ARE UNAWARE OF
HEMLOCK GROVE
Those aware of Netflix seem to love it
Hemlock Grove would be the icing on the cake
Sidney StokesGuys...what is Jennifer Lawrence doing today? I hope it is sitting on the couch... in sweatpants...binge eating...watching Netflix.@TheSidJoShow on TwitterFeb 25 ’13
Jessica SwiftSrsly I think one of my favorite hobbies consists of binge eating and then hibernating with Netflix directly after. #missycat@jswifster on TwitterFeb 19 ’13
Just sayin’
Mary CalkSunday’s were made for Netflix, bing eating, and snuggling.@mcalk on TwitterFeb 17 ’13
Mary CalkSunday’s were made for Netflix, bing eating, and snuggling.@mcalk on TwitterFeb 17 ’13
Brianna#PerksOfDatingMe I could care less about going out to expensive places.. I like Netflix@ThtgrlBrianna on TwitterFeb 20 ’13
Sidney StokesGuys...what is Jennifer Lawrence doing today? I hope it is sitting on the couch... in sweatpants...binge eating...watching Netflix.@TheSidJoShow on TwitterFeb 25 ’13 Fran
Not sure why they’re calling House of Cards the “binge-watching experience.” I mean, hasn’t Netflix always been for binge watching?@franlaveeya on TwitterFeb 22 ’13
Jessica SwiftSrsly I think one of my favorite hobbies consists of binge eating and then hibernating with Netflix directly after. #missycat@jswifster on TwitterFeb 19 ’13
Cassidy MarmontSome girls have such high expectations for guys. I honestly hate big expensive dates. I’d much rather eat then go cuddle&watch Netflix@CassidyMarmont on TwitterFeb 12 ’13
Just sayin’
THE BRIEF
CHALLENGEConsumers are unaware of Hemlock Grove
GOALDrive new visitors to Netflix, so that there is a total of 9.8M
unique monthly visitors
BUDGET$1,000,000
TIMINGJune 2013
THE BRIEF
INSIGHTS
consumer
INSIGHT 1The bulk of Netflix’s visitors (66%) are 24-54. Given that the younger the demographic the more likely they are supposed to be on new
technologies, it is surprising that 18-24 year olds are not as representative as other age groups.
INSIGHT 2Weekends is when usage peaks, which supports the recurring
discourse that constantly refers to using Netflix when off work/responsibilities.
INSIGHT 3Netflix’s Facebook fan base’s most popular age is 18-24.
INSIGHT 4“Binge” is a word used commonly in social discourse describing
Netflix consumption.
BRAND
INSIGHT 5“Watch Responsibly,” Netfllix’s tag line, hints at the way their content is
“consumed,” in excess.
INSIGHT 6Netflix offers 1 month-free trial, which helps accomplish two main
objectives, among others: 1) Given the “addicting” nature of the usage of Netflix users, it seems the perfect strategy to get new users
hooked before they have to pay a dime. 2) The challenge to have people pay for content online instead of getting it illegally for free
somewhere else, is somehow eased by this free trial as well.
INSIGHT 7The consumer is in control, meaning, differently from TV, the
consumer decides when and what to watch.
INSIGHT 8Anyone in a household (older than 18) can make the decision to
subscribe to Netflix, unlike TV premium programming .
COMPETITIVE
INSIGHT 9True Blood’s and Twilight’s most popular age group, a thriller/horror TV series and movie, are 18-35 and 18-24. Hemlock Grove is part of
the thriller/horror genre.
INSIGHT 10“An increasing number of Google searches have sought to watch full-
length TV content online. [Research] indicates that networks have successfully captured a significant portion of these viewers” over 3rd
party providers, such as Netflix.
INSIGHT 11“Unconventional programming increases viewership.”
INSIGHT 12Search activity for TV shows is driven by the younger viewers.
INSIGHT 13Engagement levels are highest around the premiere and finale of
series.
THE STRATEGY
THE STRATEGY
THE KEY STRATEGIC INSIGHTNetflix is not as popular with millenials as it is with older age
groups, that is were potential for growth is biggest because they are already online and to whom the content will be most
appealing.
They are used to instant gratification, they hate feeling out of the “know,” and shy away from paying for online content.
>
THE STRATEGY
THE KEY STRATEGIC INSIGHTNetflix is not as popular with millenials as it is with older age
groups, that is were potential for growth is biggest because they are already online and to whom the content will be most
appealing.
They are used to instant gratification, they hate feeling out of the “know,” and shy away from paying for online content.
THE STRATEGYCreate awareness by establishing Netflix’s: Hemlock Grove as an
international premiere but to be consumed Netflix’s style, and it is to be on Netflix’s tab.
>
THE STRATEGY
THE KEY STRATEGIC INSIGHTNetflix is not as popular with millenials as it is with older age
groups, that is were potential for growth is biggest because they are already online and to whom the content will be most
appealing.
They are used to instant gratification, they hate feeling out of the “know,” and shy away from paying for online content.
THE STRATEGYCreate awareness by establishing Netflix’s: Hemlock Grove as an
international premiere but to be consumed Netflix’s style, and it is to be on Netflix’s tab.
THE SINGLE MESSAGE TO COMMUNICATEHemlock Grove’s Premiere: Sweatpants, comfort food, cuddling
position... ready, set, action: it’s on us
>
THE STRATEGY
THE KEY STRATEGIC INSIGHTNetflix is not as popular with millenials as it is with older age
groups, that is were potential for growth is biggest because they are already online and to whom the content will be most
appealing.
They are used to instant gratification, they hate feeling out of the “know,” and shy away from paying for online content.
THE STRATEGYCreate awareness by establishing Netflix’s: Hemlock Grove as an international premiere but to be consumed Netflix’s style,
and it is to be on Netflix’s tab.
THE SINGLE MESSAGE TO COMMUNICATEHemlock Grove’s Premiere: Sweatpants, comfort food, cuddling
position... ready, set, action: it’s on us
THE REASON TO BELIEVENetflix is about giving control to the customer
>
EXECUTION
COMMUNICATIONS
FRAMEWORK
AWARENESSMessaging: Hemlock Grove’s Premiere: Sweatpants, comfort food, cuddling position... Ready, set action. it’s on us.
Reason to believe: Netflix is all about giving control to the customer
CONSIDERATIONMessaging: Hemlock Grove: Die Carefully. Watch responsibly. Put it on our tab.
Reason to believe: Hemlock Grove is content that is “unconventional”/risky, and the producers pushed the content’s to limits appropriate for TV.
BUYINGMessaging: Hemlock Grove. Watch this weekend without even having to register. One-month free trial.
Reason to believe: Netflix offers one-month free trial, which eases the unease of people to purchase content online. However, once they are hooked and tried the platform, they are more likely to sign up.
MEDIASocial Ads
SearchRun of Network
MicrositeYoutube
MEDIASocial Ads
Community ManagementSearch
MicrositeInfluencer Outreach
MEDIASocial Ads
SearchMicrositeWebsite
CURRENT CONSUMER BEHAVIORUNAWARE MALE AND FEMALES 18-25
DESIRED BEHAVIORSIGN UP FOR NETFLIX
YOUTUBE
MICROSITESEARCH
ENTERTAINMENT BLOGS SOCIAL
ASKING FRIENDSPINTEREST
ENTERTAINMENT FORUMS
DIGITAL
ECOSYSTEM
WEBSITE AND MICROSITE
RUN OF NETWORK
SOCIAL BOOKMARKING
GOOGLE SEARCH
YOUTUBE TRUEVIEW + SPONSORED STARS
FACEBOOK AND TWITTER PAGES
INFLUENCER OUTREACH
BUDGET
Long Form Content: Microsite $30,000
Search $200,000
Run of Network $50,000
Social Bookmarking $200,000
Youtube Trueview $200,000
Youtube Sponsored Stars $150,000
Influencer Outreach $20,000
Production $150,000
TOTAL $1,000,000
KEY PERFORMANCE
INDICATORS
RETENTION70% positive sentiment
PURCHASE500,000 sign up for Netflix
PREFERENCE15% increase in purchase preference
CONSIDERATION8.5M new + current visitors to site1M sign up for 1-month free trial
AWARENESS10,625M impressions
NEXT STEPS
TIMING
Sign-off Today
Pre-Campaign Measurement Tomorrow
Creative Development March 11
Microsite: Live March 18
Account Setup (Branding and Content Strategy) March 18
Influential Outreach March 22
Campaign Launch March 31
Ad Buy April 1st
Post-Campaign: Evaluate KPI’s May 19
gracias...
by @vanevela from @Sparkweavers