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