netflix and hemlock grove: increasing net subscriptions utilizing the youth market

Netflix and Hemlock Grove

Increasing Net Subscriptions Utilizing the Youth Market

Netflix

One of the most respected brands in the media sphere with over 33 million subscribers.

A recent player in original content, gaining buzz with such series as House of Cards and Arrested Development.

BUT....

Netflix needs to continue to drive consumer growth in an increasingly crowded streaming market.

The Brief

The Problem

Increasing Netflix subscribers in 2nd Quarter 2013 by 15%

The Solution

Utilizing the groundbreaking, youth-focused show Hemlock Grove to drive consideration and signups among young, savvy consumers.

Project Insights-The youth market (ages 18-24) make up only 10% of Netflix Subscribers-Searches for Netflix spike during Friday afternoons -Binge viewing is an increasing way of media consumption-Over 40% of Facebook users watch a show based on a friend’s recommendation-College Students are more likely to watch video content on a computer or smartphone than a regular TV-83% of new household do NOT sign up for traditional Pay TV services (Cable or Satellite)-Netflix has a 97% Retention Rate (the highest in the industry)

The Youth Market Is The Key To Growth

THE YOUTH MARKET

-"Cord Cutters" and "Cord Avoiders"-More Likely To Purchase a Streaming Service-More likely to use Social Media-More Likely to "Binge Watch"

Meet MayaCollege Student, 20

-Avid Social Media Consumer-Has a Twitter, Facebook, and Pinterest Account-Does not Own A TV-Spends more than 6 hours a day on the Internet-Prefers to consume media on her mobile device-Watches over 30 minutes of Internet video today

DOES NOT HAVE A NETFLIX ACCOUNT

How Do We Reach Maya?

Through Hemlock Grove!

Let's Encourage Binge Watching

The Hemlock Grove campaign will be timed for Thursdays and Fridays, as Google Searches spike for Netflix searches and movie recommendations.

We encourage binge watching through the use of targeted 2 and three day free trials targeted toward the key demographic

Let's Create A Conversation

Utilizing Social Media to drive awareness and conversation around the Hemlock Grove series.

#DIECAREFULLY

The Campaign

Awareness Consideration Purchase

Traditional Media PR#DieCarefully Hashtag CampaignYouTube Trailer on Front Page

Targeted Search Ads on GoogleWeb Banner Ads

Episode Previews to Social Media Influencers

YouTube Pre-roll Campaigns

"What Are You Doing This Weekend?"

Targeted Ad Campaigns to run Thursday and Fridays to Encourage "Binge Watching" during Weekends

Three Day Trials"Try Netflix This Weekend. FREE Three Day Trial"

MediaWeb Banners

Targeted Google AdsTwitter Ads

Facebook Ads and Facebook PageYouTube Ads

MediaWeb BannersGoogle AdsTwitter Ads

Facebook Ads and Facebook Page

MediaWeb BannersGoogle AdsTwitter Ads

Facebook Ads and Facebook Page

Current Behavior Desired Behavior

The Campaign

The TimeframeMarch 2013 - May 2013

The MediaWeb Banner Ads, Facebook Promoted Ads, Twitter Promoted Tweets, YouTube Pre-roll Ads

The Budget $135,000

The CampaignWeb Awareness

Banner Ads with a focus on Youth Focused websites: Pitchfork, IMDB, SPIN, Rolling Stone, Cracked, Collegehumor, Pandora, MTV.comGeotagged Search Ads: College CampusesPre-roll Ad Buys: YouTube, DailyMotion

Social Media Awareness

#DIECAREFULLYSocial Media Campaign-Twitter Promoted Tweets-Facebook Promoted Page

Promotional ConsiderationsReddit Ask Me Anything (AMA) with Eli Roth

Influencer Reach OutsOffer Full Series Previews to Select Influencers in return for tweets to the #DIECAREFULLY hashtag

Tools For Success

The Budget

Media Allocation

Traditional Banner Ads $50,000

Twitter Promoted Tweets $25,000

Facebook Promoted Posts $35,000

YouTube Pre-roll Ads $25,000

TOTAL $135,000

THANK YOU!For more information contact @thisisstone