Hemlock Grove

Digital Strategy Survival Guide

On NetFlix

Image credit: http://helvenwolf.deviantart.com/art/Werewolf-claw-172858215

Cary Wong @digitalwong#digistrat final presentation

EMERGENCY!

Werewolf footsteps are

chasing Quickening

Your heartbeat hastening

Senses are going into overdrive..

“..CAN’T STAND THE

PRESSURE..” you screamed

Pause Hemlock Grove. Take a deep breath.

Welcome to the NetFlix/Hemlock Grove Digital Strategy Survival

Guide.

Image credit: http://elane.stanford.edu/public/L254573/medium/TD.B.0119.004.D.jpg

(business issue at hand) SYSTEMIC DIAGNOSIS

Netflix would like to increase the subscription rate and thereby revenue. One of the major decisions is to offer original programming.

Hemlock Grove is one of the resulting outstanding series.

We need to attract people to Hemlock Grove.

It is an original series worth subscribing NetFlix for.

Improve overall communal health

(revenue)

Increase population (NetFlix subscriptions)

Convey why Hemlock Grove is worth moving

into (watching)

Image credit: http://www.saturdayeveningpost.com/wpcontent/uploads/satevepost/Doctor_Stauffer-368x346.jpg

Key for success!

IMPROVING SUCCESS RATE

Image credit: http://2.bp.blogspot.com/_Q_oGU0DugTI/SaY5-yh2yDI/AAAAAAAAAAM/blNIcmoLxgM/s1600-h/red-cross-join.jpg

Mobile

Awareness Ease of Access

- Only 5400 monthly search in Google

- Only 326 likes and 20 people talking about in Facebook

Increase awareness!

- NetFlix users likely search for “Watch instantly”, “free trial”, “on demand”, “streaming” and“app”

- NetFlix app is top 21 overall in US for both iPhone and Android

- NetFlix users are 5 times more likely to be interested in Hulu (another streaming service)

Watch when I want, where I want!

(digital issue at hand) LOCALIZED DIAGNOSIS

Problem• Awareness for Hemlock Grove lacking• Mobile access can be difficult

Objective• Increase Hemlock Grove search to 300k• Bring the app rating up from 2.5 to 4

Timeframe• February 2013 – August 2013

• Take advantage of slow summer TV

Budget• $300,000

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4Image credit: http://www.tomsriverwellnesscenter.com/patientForm2.jpg

(targets) LIKELY SUFFERERS

25-44University or higher education

Tech-savvy No kids

Likes other TV shows,

especially thrillers

Meet Jen and Mike.

They look like a normal couple now.

Both work at offices after graduating from university. Being 30-somethings, they are addicted to technology. The latest smartphones, tablets – you name it, they have it.

They have no kids so there is more free time. They like to spend it by watching high-quality TV thrillers.

They are used to getting things their way so they want to watch the shows where they want, when they want.

They don’t know the lure of Hemlock Grove yet.

Once they do, they will become one with the pack.

Image credits: http://1.bp.blogspot.com/-qCAt5S6PYsY/Tm83M6tFr6I/AAAAAAAADLg/gUXzJ6BcpKs/s1600/Love+Couple+Wallpapers.jpghttp://outlawmoon.files.wordpress.com/2012/03/werewolfmoon.jpg?w=379&h=512

(communication messages) TREATMENTS

Image credits: http://www.cellphonehits.net/site/uploads/HTCSurroundFront-2.jpg, http://microsoft.staenz.com/files/2011/09/tweetrama-11.jpg,http://media.carbonated.tv/41610_story__vh1-pop-up-video.jpg, http://www.photo-dictionary.com/photofiles/list/445/818pills.jpg, http://cdn2.sbnation.com/entry_photo_images/7495613/hemlock_grove_large_verge_medium_landscape.jpg

Easy and fast; no hassle apps

Communal viewing experience

Interactive real-time viewing (trivia/polls/etc.)

Hemlock Grove and other great contents will keep you locked

I want quick access where I want, when I want

I want a virtual water-cooler with other fanatics

I want extra features to complete the experience

I want hot new thrillers. Uncensored, no holds-barred

(Issues) Symptoms (Reasons to believe) Treatments

- Revamped app makes for seamless streaming

- Works beautifully on all devices- Includes all library contents

- Revamped app automatically aggregates social media comments

- Users can add friends and message each other

- Revamped app has synced trivia/polls and other interactive features

- Works with both viewing via TV or devices

- First season of Hemlock Grove free- All other werewolf movies free for a month

(big idea) SILVER BULLET

Image credit: http://rasica.files.wordpress.com/2012/01/silver-bullet-standing.jpg?w=470&h=499

Thrill-seeker

Media awareness

Immaculately

developed new app

Consumption goes up

Advocacy increases

The Thrill-seeker campaign circles around the modern lifestyle:

Mobile. Social. A beautiful experience.

Here is the consumer journey:

- Jen and Mike hear about the new NetFlix app which allows them to watch Hemlock Grove for free along with other werewolf movies 2 weeks for free

- They download the app, watch the show seamlessly on all of their apps

- They watch half of all existing werewolf movies within a month(impossible, I know)

- They love the service so they gave 5 star reviews in app store and continue to subscribe

- They become NetFlix advocates and convince their friends to join via social media

(communications framework) PRESCRIPTION

Image credit: http://www.ezmedicaloffice.com/images/screen_shots/Prescription.gif

Awareness Acquisition Advocacy

Creative

-Hemlock Drive is edge-of-your-seat entertainment-Free to watch series + werewolf movies for a month if you install new app

-It’s so easy to watch everywhere-Get exclusive / interactive contents only in app

-I binge-watched Hemlock Drive this weekend! What a great series!-NetFlix app is so cool. It’s easy to use and fun to play with.

Media

Paid:-Banners-Preroll-SEMPR:-Bloggers/Social MediaOwned:-Youtube channel-NetFlix outlets-Social Media

Paid:-SEO in app stores-Banners in app storesOwned:-Social Media

PR:-Bloggers/Social MediaEarned:-Bloggers/Social Media-YouTube-Word-of-Mouth

Consumer behaviour

iTunes AppStore

Google Play

Other app stores

Facebook YouTube Twitter Forums

Blogs iTunes AppStore

Google Play

Other app stores

YouTube Banners Facebook Twitter

Bloggers Search NetFlix outlets

(KPIs) DEBRIEFING

Image credit: http://www.apolloexplorer.co.uk/photo/img/AS13/10075546.jpg

RetentionApp reviews

Word-of-Mouth200% increase in Facebook likes

200% increase in Twitter mentions

Purchase35% continues to subscribe

Preference4 star app reviews

20% preference for NetFlix among target audienceImage: Best experience, best content

Consideration300,000 searches from search engines

AwarenessSearch engine + Facebook ads – 47,631,892 impressions

NetFlix outlets– 11,000,000 impressionsSocial media shares/likes/discussions

BUDGETING

Image credit: http://www.lmnblog.com/lmn/wp-content/uploads/2011/04/budget.jpg

App building

$150,000SEO/SEM

$40,000Banner Ads

$50,000Video production $5,000Blogger / Social Media seeding $30,000Facebook / Twitter ads $25,000Other Earned Media Free

Total budget $300,000

END

Image credit: http://upload.wikimedia.org/wikipedia/en/thumb/3/3d/Poster_for_Hemlock_Grove.jpg/461px-Poster_for_Hemlock_Grove.jpg

By Cary Wong @digitalwong for @juliancole #digistrat