digital strategy for netflix: hemlock grove

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netflix Skillshare: Digital Strategy Mentor: Julian Cole by Vanessa Vela / @vanevela HEMLOCKGROVE

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Page 1: Digital Strategy for Netflix: Hemlock Grove

netflixSkillshare: Digital StrategyMentor: Julian Cole by Vanessa Vela / @vanevela

HEMLOCK GROVE

Page 2: Digital Strategy for Netflix: Hemlock Grove

Many of us struggle with buying stuff online

Page 3: Digital Strategy for Netflix: Hemlock Grove
Page 4: Digital Strategy for Netflix: Hemlock Grove

Specially when we had already gotten used to paying...

Page 5: Digital Strategy for Netflix: Hemlock Grove

ZIP

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NADA

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ZERO

Page 8: Digital Strategy for Netflix: Hemlock Grove
Page 9: Digital Strategy for Netflix: Hemlock Grove

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

Page 10: Digital Strategy for Netflix: Hemlock Grove

That means being used to instant gratification

And, for that matter... expecting it

Page 11: Digital Strategy for Netflix: Hemlock Grove

IF ONLY THEY KNEW ABOUT NETFLIX: HEMLOCK GROVE

>

Page 12: Digital Strategy for 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

>

Page 13: Digital Strategy for 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

Hemlock Grove: A murder, werewolves, and surpassing guidelines of what would

be appropriate for TV

>

Page 14: Digital Strategy for 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

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

>

Page 15: Digital Strategy for 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

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>

Page 16: Digital Strategy for 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

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>

Page 17: Digital Strategy for 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

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?>

Page 18: Digital Strategy for Netflix: Hemlock Grove

THE CHALLENGE IS...

Page 19: Digital Strategy for Netflix: Hemlock Grove

THE CHALLENGE IS...THEY ARE UNAWARE OF

HEMLOCK GROVE

Page 20: Digital Strategy for Netflix: Hemlock Grove

Those aware of Netflix seem to love it

Hemlock Grove would be the icing on the cake

Page 21: Digital Strategy for Netflix: Hemlock Grove

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

Page 22: Digital Strategy for Netflix: Hemlock Grove

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’

Page 23: Digital Strategy for Netflix: Hemlock Grove

THE BRIEF

Page 24: Digital Strategy for Netflix: Hemlock Grove

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

Page 25: Digital Strategy for Netflix: Hemlock Grove

INSIGHTS

Page 26: Digital Strategy for Netflix: Hemlock Grove

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.

Page 27: Digital Strategy for Netflix: Hemlock Grove

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 .

Page 28: Digital Strategy for Netflix: Hemlock Grove

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.

Page 29: Digital Strategy for Netflix: Hemlock Grove

THE STRATEGY

Page 30: Digital Strategy for Netflix: Hemlock Grove

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.

>

Page 31: Digital Strategy for Netflix: Hemlock Grove

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.

>

Page 32: Digital Strategy for Netflix: Hemlock Grove

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

>

Page 33: Digital Strategy for Netflix: Hemlock Grove

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

>

Page 34: Digital Strategy for Netflix: Hemlock Grove

EXECUTION

Page 35: Digital Strategy for Netflix: Hemlock Grove

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

FACEBOOK

TWITTER

GOOGLE

YOUTUBE

MICROSITESEARCH

ENTERTAINMENT BLOGS SOCIAL

ASKING FRIENDSPINTEREST

ENTERTAINMENT FORUMS

Page 36: Digital Strategy for Netflix: Hemlock Grove

DIGITAL

ECOSYSTEM

WEBSITE AND MICROSITE

RUN OF NETWORK

SOCIAL BOOKMARKING

GOOGLE SEARCH

YOUTUBE TRUEVIEW + SPONSORED STARS

FACEBOOK AND TWITTER PAGES

INFLUENCER OUTREACH

Page 37: Digital Strategy for Netflix: Hemlock Grove

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

Page 38: Digital Strategy for Netflix: Hemlock Grove

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

Page 39: Digital Strategy for Netflix: Hemlock Grove

NEXT STEPS

Page 40: Digital Strategy for Netflix: Hemlock Grove

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

Page 41: Digital Strategy for Netflix: Hemlock Grove

gracias...

by @vanevela from @Sparkweavers