netflix digital strategy for hemlock grove

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