hemlock grove. a digital strategy
Post on 21-Oct-2014
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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
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
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