1. a netflix digital strategy by martin navarrete
@juliancole skillshare assignment @martin_nav

2. insights
Netflix is changing the original content paradigm with a
lineup of exciting programs, previously the domain of TV and
Cable networks.

3. insights
A new landscape
Netflix is the dominant player with 1/3 of all internet streaming
traffic in North America.
Netflix is triple the size of the #2 competitor: Netflix (40,699,640
UV) vs. Hulu (12,640,986).

4. insights
Algorithmic Programming
Analyzing viewing habits of their 33 mil consumers helps Netflix
gauge interest for future shows. Although time will tell if this is
the future of programming, the formula worked quite well for
House of Cards.

5. insights
Shifting viewer habits
Netflix raises the bar for original content. House of Cards is the most
streamed content in US and in 40 global markets. Over 10% of
Netflix subscribers have streamed House of Cards to date.
Binging reaches a new level. In launch week, viewers watched an
average of 6 episodes. Does it ruin the surprise or fuel interest?
Netflix has altered the water cooler effect ... “what episode are you
on?” replaces “have you seen it?” in the cultural zeitgeist.

6. insights
Netflix’s initial success sets the stage
for the launch of Hemlock Grove

7. the brief
Challenge
The media storm around the success of House of Cards has fueled
consumer interest in Netflix’s upcoming lineup of high-profile original
content. Despite this, there is very low awareness for Hemlock
Grove. Although Netflix is off to a great start, each show will
ultimately be judged on it’s own merit.

8. the brief
Goal
The objective is to grow Netflix’s subscriber base, particularly with a
younger audience. The goal is to attract 650k new subscribers
through a successful launch of Hemlock Grove.

9. the brief
Timing
The heavy up period is March-May 2013. A sustaining effort will
support the campaign throughout 2013.
Budget
$300k.

10. the brief
Consumer
The primary target for Hemlock Grove are young adults 18-24, with a
slight female skew. They are the main audience for content in the
horror/vampire genre and have fueled hit shows like True Blood on
HBO.
They are a culturally and digitally savvy audience especially in the
social media space. These young social media users share the
happenings in their lives freely. They actively stream video for
entertainment purposes and are quick to express their thoughts via
their Facebook posts.
This is a younger audience than Netflix’s core of females 25-34 and
35-44; they represent a key consumer segment to expand their
subscriber base.

11. the brief
Proposition
With Netflix, you can establish a personal relationship with the
Hemlock Grove actors.

12. the brief
Reasons to believe
Netflix knows what their audience likes and has a strong track record
of creating hit programming.
The success of House of Cards has consumers eagerly anticipating
upcoming shows like Hemlock Grove.
Viewers are binging entire seasons of streamed shows in record
time...
... however, this compressed viewing timeframe doesn’t allow core
fans a long time to get to know the characters very well.

13. the idea

14. the idea
Netflix will create a unique way

15. the idea
Netflix will create a unique way
for fans to connect with the Hemlock Grove characters

16. the idea
Netflix will create a unique way
for fans to connect with the Hemlock Grove characters
through live

17. the idea
Netflix will create a unique way
for fans to connect with the Hemlock Grove characters
through live
personal

18. the idea
Netflix will create a unique way
for fans to connect with the Hemlock Grove characters
through live
personal
conversations.

19. the idea
Imagine spending quality time with the Hemlock
Grove character of your choice...

20. how it works
Watch all 13 Hemlock Grove episodes for a chance to have a free,
live, private chat with your favorite character. Once you finish
streaming episode 13, Netflix will provide you with an opportunity for
a once in a lifetime chat with your favorite Hemlock Grove actor.

21. how it works
Netflix will partner with Greenroom.net, the platform that provides
personal phone and video conversations with your favorite
celebrities. This will be the first partnership with the entire cast of a
hit show. The program will be fully integrated through all relevant
social media channels.
Greenroom chat Photo Opp with Social Media Share
your new BFF Integration
“Just chatted with
@FamkeJanssen”
#hemlockgrovegreenroom

22. communications framework
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
FEMALE 18-24 NETFLIX SUBSCRIPTION
Facebook Metacafe Netflix
4/19/13
word of mouth
LAUNCH
HBO Rotten Tomatoes Hulu
AWARENESS RESEARCH PURCHASE
CREATIVE
“Netflix is highlight show exclusively on Netflix,
launching a new concept, genre and first episode free,
original show” talent meet the actors
MEDIA MEDIA MEDIA
MEDIA
banners banners rich media
rich media rich media social
social social activation

23. Hemlock Grove: campaign activity
2013
mar april may jun july aug sept oct nov dec
launch
green room
paid media: digital, social
earned media

24. Hemlock Grove: suggested measurement
AWARENESS PURCHASE
Google Search Volume Facebook Likes & Shares New subscribers
- overall & target audience
Website Traffic Social Monitoring
Youtube Views Number of Trials (view free
- Trailer episode)
Twitter Followers

25. Hemlock Grove: projected KPIs
Awareness Consideration Preference Purchase Retention
+10% Inc. +10% Inc. Positive consumer 500k new 25% of viewers
Search Volume qualified site sentiment via subscribers watch entire
(Launch-Dec). visits. social (Female, 18-24 series.
monitoring. demo).
50 mil 50k/week 15% of series
impressions: Facebook likes & 1 mil free trial of 650k new viewers
Banners/Rich 5% engagement episode 1 (new subscribers participate in
Media/FB Ads. level via shares subs). (all demos). greenroom chat.
(Launch-Dec).
5 mil 10% trial among
Trailer Views existing
(YouTube & subscribers.
Netflix).
5k
Twitter
Followers.

26. thank you
by martin navarrete
@martin_nav