SKILLSHARE ASSIGNMENT “JULIAN COLE: CRASH COURSE IN DIGITAL STRATEGY“ BY CHRIS YEOH @YEOHFLOW #DIGISTRAT

BRIEF

Ø  Business Problem: How to market the new Netflix series Hemlock Grove to increase Netflix subscriptions (currently at 33 million).

Ø  Goal: Acquire 20,000 more Netflix subscribers through increasing awareness for Hemlock Grove and increasing consideration for Netflix.

Ø  Budget: $200,000

Ø  Timing: 1st March – 30th June 2013

INSIGHTS

Current Netflix Subscribers Ø  Most popular age group 25-34

Ø  78% most likely to be Caucasian

Ø  Household income most likely to be $100-150k and college educated.

Search Ø  Search traffic peaks on the weekends

Ø  20% of searches from mobile devices .

Netflix Facebook Fan Page

Ø  Most popular age group 18-24

Ø  Most activity: 1st week of Feb 13 when House of Cards was launched.

INSIGHTS

Horror Genre Ø  Most popular age group 18-24

Ø  Most likely to be male (60%)

Media habits of teens and twenty somethings:

Ø  92% engage with at least two devices simultaneously. 44% spend more time watching online video than TV. 

Ø  Almost 8 in 10 take action after seeing an online ad.

Ø  Gaming is the #1 content accessed online.

Ø  45% use a smartphone to access online resources and content.

Ø  35% of adults 18- to 24-years-old were interested in getting video recommendations from friends' social network accounts, compared to only 11% of those age 45 and older.

STRATEGY Business Goal

Increase Netflix subscriptions by 20,000

Business Strategy

Target market: 18- 24 year old males.

Advertising / Communications Goal

Create Awareness of Hemlock Grove and Consideration of Netflix amongst 18 -24 year old male horror fans.

Insight

Netflix is the only place you watch Hemlock Grove

Communications Strategy

Communicate Netflix as the new home of fear.

SINGLED MINDED PROPOSITION

Netflix. Fear lives here…

COMMUNICATIONS FRAMEWORK

CURRENT CONSUMER BEHAVIOR 18-24 MALE

DESIRED RESPONSE SUBSCRIBE TO NETFLIX

YOUTUBE FACEBOOK

TWITTER

TUMBLR

MOBILE

NETFLIX SIGN-UP PAGE

FEARNET.COM FANGORA.COM

MEDIA

RESEARCHING BUYING MOMENT

MEDIA MEDIA

AWARENESS

CRE

ATI

VE

MED

IA

“Netflix, fear lives here…” Reason to believe: Eli Roth produced series”

Binge on horror, all episodes available at once. Reason to believe: This is what Netflix do.

Hard hitting messaging: Sign up today and watch Hemlock Grove for free! Reason to believe: I can watch 13 episodes in 7days.

SOCIAL

RICH MEDIA

BANNER ADS

SOCIAL

RICH MEDIA

PPC

RICH MEDIA

MOBILE

BANNER ADS (REMARKETING)

CURRENT CONSUMER BEHAVIOR 18-24 MALE

DESIRED RESPONSE SUBSCRIBE TO NETFLIX

YOUTUBE FACEBOOK

TWITTER

TUMBLR

MOBILE

NETFLIX SIGN-UP PAGE

FEARNET.COM FANGORA.COM

COMMUNICATIONS FRAMEWORK

ACTIVITY: FEAR LIVES HERE

BUDGET: $200,000

Ø  MICROSITE: $40,000

Ø  FACEBOOK ADS: $50,000

Ø  GOOGLE DISPLAY NETWORK

- BANNER ADS (ALL DEVICES): $40,000

- YOU TUBE PREROLL ADS: $40,000

Ø  BLOGGER OUTREACH: $5,000

Ø  TWITTER ADS: $20,000

Ø  USER GENERATED VIDEO COMPETITION: $5,000

KPIs – METRICS FOR SUCCESS

RENTENTION 5,000 FACEBOOK LIKES

1,000 TWITTER FOLLOWERS

PURCHASE 20,000 NEW SUBSCRIBERS

PREFERENCE

50% INCREASE IN PREFERENCE OF NETFLIX OVER HULU AMONGST TARGET

CONSIDERATION 150,000 VISTORS TO THE SITE

AWARENESS 30% INCREASE IN BRAND RECALL

60,000,000 IMPRESSIONS TO TARGET MARKET (FACEBOOK, TWITTER AND GOOGLE ADS)

4 ARTICLES IN GENRE BLOGS

QUESTIONS?

@yeohflow