1. Final Project for “Digital Strategy Crash Course” on Skillshare
Tutor: Julian Cole
May 2013
Joan Collado
@joancollado

3. 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

4. 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.

5. 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.

6. 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$.

7. MEET OUR
TARGET

8. 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.

9. 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.

10. 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.

11. So, if Netflix satisfies this needing, the
“feeling addiction”
will become
“Netflix addiction”:
(We’ll fix that :))

12. 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.
BRANDTRUTH
With Hemlock Grove you can enjoy your fear moments with the freedom you need.
SINGLE MINDED PROPOSITION
“Release your fears without restrictions”

14. WEBSITE
DIGITAL
ECOSYSTEM

15. 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

16. RETENTION
+100% of FB page likes, 2.500 new FB fans, 5000 new
followers on NetflixTwitter 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 +
500.000YT ad views + 6.500.000 impressions via Google
Search + 4.000.000 Twitter promoted impressions
Kpi

17. THANK YOU!