netflix pitch
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MAY 2014
Integrated marketing approach
Creative solutions
Extensive media planning
Deliver above and beyond marketing
Exceed all expectations
O U R M I S S I O N
T H E T A S K
18-34 Male and FemalesSelective and Convenience ConsumersHigh Involvement
Specific Preferences
Binge Watchers
Low Involvement
No Preference
Leisure Watchers
College Students - Young FamiliesHighly social and integrated in social mediaUp to date in popular culture
T H E T A R G E T
T H E R E S E A R C H
33.3 Million Customers
TV ShowsMovies
53%
9% 11%
73%
Both
36%
18%
Netflix Users Hulu Users
Preferred Media Content between Netflix and Hulu
10 million
23.3 million Non-Paying
Paying
TV Shows
18-3435-54
55+
User-Generated Content
Movies
Music Videos
News
Personal Videos
Web Videos
372616
332115
282014
19105
132118
1176
1052
Age in
Online MediaConsumption
Netflix main consumers are Millennials who are heavily influenced by word of mouth.
More variety, available instant streaming, and original content but not advertised enough to consumers.
About 30% of Netflix users are not paid subscribers.
O U R I N S I G H T S
Marketing ObjectivesIncrease number of Netflix millennial subscribers by 4% in the first 12 months of campaign.
Communication ObjectivesIncrease advocacy amongst current users in order to build awareness among non-users via word of mouth and referral.
Media ObjectivesIncrease frequency rate by 45%Extend reach by 15% within one year of the campaign.
Use television, OOH, and print media to provide coverage of 85% of the target market over a one year period.
O U R O B J E C T I V E S
Only on Netflix
O U R I D E A S
Netflix offers the MOST in original content
Humor/Juxtaposition
Your Life, Your Netflix
O U R I D E A S
Netflix largest selection of movies
There is something for everyoneand every situation
Benefit/slice of life
Anytime, Anywhere
O U R I D E A S
Available on all screens (phone/TV/tablet/and laptop)
Supported on most platforms (XBOX,Apple TV, App Store...)
Benefit/Humor
“I would want to watch
House of Cards”
“...really depressing.”“I don’t think it’s funny”
“Too cluttered”“Good tagline”“Distracting”
F E E D B A C K
F I N A L C O N C E P T
O N LY O N
P O S T E V A L U A T I O N
How likely are you to attend a Netflix Sponsored event:
How likely are you to recommend Netflix to:
Primary13
Control14
“Only on Netflix”15
25
20
15
10
5
Friend Family Classmate Colleague Acquaintance
Control Ad
T H E B I G I D E A
Only on Netflix#flixforfriends
Original Content + Referral Program =
Increased Awareness for Original ContentNew Netflix SubscribersPositive Word-of-Mouth sharing Original Content combined with other broadcast shows available on Netflix Appeal to both current users and non-users
Netflix viral content and media mix generate buzz and positive advocacy Hype and anticipation of new seasons will peak at
Netflix Pre-Screening Events
R E C O N S T R U C T I O N
E X E C U T I O N S
A D D I T I O N A L E X E C U T I O N S
O N LY O N O N LY O N
3 S C R E E N S
O U T O F H O M E
SUBWAY/METRO
BUS SIDE
O U T O F H O M E
SUBWAY/METRO
SHELTER
C O M M E R C I A L
“The Presidents”
“Leading Ladies”
Devon
S O C I A L
#myflixfornetflix #netflixambassadors
Video competitionRecreate your favorite scene from House of Cards and Scandal (video or picture)
Top 25 with most likes will win prizes and a ticket to Netflix Pre-Screening Event in Washington D.C. and meet your favorite stars.
Brand AmbassadorsCollege Based - Netflix fans, movie buffs, business and film interests
Free subscription and ticket to pre-screening event
Host movie nights, promote competitions, blog and post about new Netflix material and Netflix related content
3 Pre-ScreeningsLA NYC DC
Winners from #myflixfornetflix will be flown to DC for special speaker series and pre-screening
Tickets will be given on a first serve RSVP basis to Netflix subscribers (LA & NYC)
Guests can bring a non Netflix friend and enter for a chance to win prizes and meet the speakers.
E V E N T S
SEASON 3 PRE SCREENING
SEASON 4 SCREENING
AND
Verizon CenterW a s h i n g t o n D . C .
january 17, 2015
With gues t speakers : KERRY WASHINGTON AND KEVIN SPACEY
M E D I A P L A N
Social Media 23%
YouTube 40%
Optimization Search 37%
Consumer Magazines 85%
Out of Home 14%
Events 1%
PAID MEDIA
INTERNET MEDIA
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