Final Project for “Digital Strategy Crash Course” on Skillshare

Tutor: Julian Cole

May 2013

Joan Collado

@joancollado

AVERAGE NETFLIX CONSUMER IN USA (Feb13 - mar13)

- Past month: Netflix: 37.200.000, Hulu: 11.100.000, Redbox: 4.090.000, Blockbuster:

2.740.000

- Results to December 2012: “Netflix”: 100, “Hulu”: 22, “Redbox”: 18 “Blockbuster”: 7.

(100 = Maximum interest)

- “House of Cards” increased from getting 8 points in January to 100 in February. Within a single

month of intense promotion the objectives of the whole communications planning were

achieved.

- Same happened with “Kevin Spacey”. Rush up.

- People generally watches Netflix at weekends and tend to look especially for movies.

- “Netflix” searches have grown while TV services searches have decreased.

ABOUT SEARCHES ON THE INTERNET

- Woman

- Between 25 and 34 years old.

- With no kids.

- Income: $100 – 150k

- Went to Grad School

- Caucasican

QUARTER 4 2011: The company had 1.86 million

total subscribers in its international streaming

division.

QUARTER 4 2012: The company had 6.12 million

total subscribers in international streaming

division. His leadership among other companies

like Redbox, Blockbuster or Hulu is clear.

In the first three months of 2013, when the

original Netflix series House of Cards was

presented, Netflix increased their subscribers even

more: from 6.12 million to..

7,14 million.

Netflix created a new successful

strategy about releasing original

Netflix series, with the best quality

of cast and production.

HEMLOCK GROVE will be the

next one.

On April 19 it will be presented

and its complete first season

(13 episodes) will be available.

So, let’s get to work.

Netflix wants to create a digital strategy to promote the

release of Hemlock Grove and use it to get more subscribers.

To increase the low awareness of Hemlock Grove by 80% and

get 50.000 new subscribers among digital natives for april

2013 with a budget of 125.000$.

MEET OUR

TARGET

Young couple, moved recently to live together.

They are addict to shows and movies. They remember when, a

few years ago and living with their parents, waited anxiously their

weekly Lost chapter. Of course, they also remember the feeling of

helplessness that pervaded them when the chapter ended and

they had to wait for another whole week to taste just a bit more.

One of the things they like about fiction is to forget everything

and get transported to the fictional universe.

They do not come home until afternoon. During weeknights they

always watch television while texting with friends or tweeting,

from the tablet or smartphone. Weekends are more to get out.

They are fully integrated in social networks, posting constantlly,

searching info, watching webs and videos…

They know Netflix as the reference platform in its sector. They

know that you can choose loads of shows and movies and also

they see positively their exclusive series like House of Cards, but

somehow they have never taken the step to register because they

have enough television and certain films downloaded illegally, even

though they have unconfortable about their absolute poor quality

and the fact that you spend so much time looking around to get

what you want.

Jay and Megan, like many other people,

also have a “dark side”.

They love fiction about intense and

extreme situations (zombies,

vampires and werewolves…), things

absolutely impossible to see in our

society and in our normal lives.

Shows like The Walking Dead, games

like Resident Evil…

They enjoy fear and anxiety from

their home. It’s fiction, but the

feelings are real.

They are addicted to FEEL.

But they have restrictions: They can’t get whatever

emotions and sensations they want at their

fauvorite hour and on their fauvorite device.

NETFLIX CAN HELP BRINGING THEM

HEMLOCK GROVE.

So, if Netflix satisfies this needing, the

“feeling addiction”

will become

“Netflix addiction”:

(We’ll fix that :))

CREATIVE BRIEF

STRATEGY

Communicate a better way of enjoying horror series.

INSIGHT

When it comes to entertainment, fear and stress are primitive and deep emotions that

must not be limited by time, chapters, catalog or platform. We are talking about private,

intimate and unique moments.

BRAND TRUTH

With Hemlock Grove you can enjoy your fear moments with the freedom you need.

SINGLE MINDED PROPOSITION

“Release your fears without restrictions”

WEBSITE

DIGITAL ECOSYSTEM

BUDGET ALLOCATION

Social: $37,000

Facebook Ads: $10,000

Twitter promoted: $5,000

YouTube intervactive ads: $20,000

Vine (production): $2,000

Google Search: $8,000

Site: $30,000

Banner ads: $25,000

Earned media: $15,000

Blogger outreach: $10.000

TOTAL: $125.000

RETENTION +100% of FB page likes, 2.500 new FB fans, 5000 new

followers on Netflix Twitter page and 1.500 con Hemlock

Grove’s.

PURCHASE

50.000 new subscribers, 100.000 month trials

PREFERENCE

40% preference for our brand among others, 25% increase in

purchase preference, increasing image as inventor of the

category; 15% increase in FB likes and retweets

CONSIDERATION

8,333 visitors to fb page + 130.000 visitors to site via

Google Search (CTR= 2%)

AWARENESS

80% awareness increase, 10.416.250 impressions via FB +

500.000 YT ad views + 6.500.000 impressions via Google

Search + 4.000.000 Twitter promoted impressions

Kpi

THANK YOU!