9. That rings even truer for millenials
They are the first generation to have
grown up in a digital world
In the world of social media
10. That means being used to instant
gratification
And, for that matter... expecting it
11. IF ONLY THEY KNEW ABOUT
NETFLIX: HEMLOCK GROVE
>
12. IF ONLY THEY KNEW ABOUT
NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that
is coming out with their second original
series
>
13. IF ONLY THEY KNEW ABOUT
NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that
is coming out with their second original
series
Hemlock Grove: A murder, werewolves,
and surpassing guidelines of what would
be appropriate for TV
>
14. IF ONLY THEY KNEW ABOUT
NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that
is coming out with their second original
series
Hemlock Grove: A murder, werewolves,
and surpassing guidelines of what would
be appropriate for TV
Over the boundaries and unconventional /
risky content is to a younger audience
what candy is to children
>
15. IF ONLY THEY KNEW ABOUT
NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that
is coming out with their second original
series
Hemlock Grove: A murder, werewolves,
and surpassing guidelines of what would
be appropriate for TV
Over the boundaries and unconventional /
risky content is to a younger audience
what candy is to children
All episodes to be available at once>
16. IF ONLY THEY KNEW ABOUT
NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that
is coming out with their second original
series
Hemlock Grove: A murder, werewolves,
and surpassing guidelines of what would
be appropriate for TV
Over the boundaries and unconventional /
risky content is to a younger audience
what candy is to children
All episodes to be available at once
Netflix offers a 1 month free trial>
17. IF ONLY THEY KNEW ABOUT
NETFLIX: HEMLOCK GROVE
Netflix is a streaming content provider that
is coming out with their second original
series
Hemlock Grove: A murder, werewolves,
and surpassing guidelines of what would
be appropriate for TV
Over the boundaries and unconventional /
risky content is to a younger audience
what candy is to children
All episodes to be available at once
Netflix offers a 1 month free trial
Can you say instant gratification?>
20. Those aware of Netflix seem to love it
Hemlock Grove would be the icing on
the cake
21. Sidney Stokes
Guys...what is Jennifer Lawrence doing today? I hope it is
sitting on the couch... in sweatpants...binge
eating...watching Netflix.
@TheSidJoShow on Twitter
Feb 25 ’13
Jessica Swift
Srsly I think one of my favorite hobbies consists of binge
eating and then hibernating with Netflix directly after.
#missycat
@jswifster on Twitter
Feb 19 ’13
Justsayin’
Mary Calk
Sunday’s were made for Netflix, bing eating, and snuggling.
@mcalk on Twitter
Feb 17 ’13
22. Mary Calk
Sunday’s were made for Netflix, bing eating, and snuggling.
@mcalk on Twitter
Feb 17 ’13
Brianna
#PerksOfDatingMe I could care less about going out to
expensive places.. I like Netflix
@ThtgrlBrianna on Twitter
Feb 20 ’13
Sidney Stokes
Guys...what is Jennifer Lawrence doing today? I hope it is
sitting on the couch... in sweatpants...binge
eating...watching Netflix.
@TheSidJoShow on Twitter
Feb 25 ’13 Fran
Not sure why they’re calling House of Cards the “binge-
watching experience.” I mean, hasn’t Netflix always been
for binge watching?
@franlaveeya on Twitter
Feb 22 ’13
Jessica Swift
Srsly I think one of my favorite hobbies consists of binge
eating and then hibernating with Netflix directly after.
#missycat
@jswifster on Twitter
Feb 19 ’13
Cassidy Marmont
Some girls have such high expectations for guys. I honestly
hate big expensive dates. I’d much rather eat then go
cuddle&watch Netflix
@CassidyMarmont on Twitter
Feb 12 ’13
Justsayin’
24. CHALLENGE
Consumers are unaware of Hemlock Grove
GOAL
Drive new visitors to Netflix, so that there is a total of 9.8M
unique monthly visitors
BUDGET
$1,000,000
TIMING
June 2013
THEBRIEF
26. consumer
INSIGHT 1
The bulk of Netflix’s visitors (66%) are 24-54. Given that the younger
the demographic the more likely they are supposed to be on new
technologies, it is surprising that 18-24 year olds are not as
representative as other age groups.
INSIGHT 2
Weekends is when usage peaks, which supports the recurring
discourse that constantly refers to using Netflix when off work/
responsibilities.
INSIGHT 3
Netflix’s Facebook fan base’s most popular age is 18-24.
INSIGHT 4
“Binge” is a word used commonly in social discourse describing
Netflix consumption.
27. BRAND
INSIGHT 5
“Watch Responsibly,” Netfllix’s tag line, hints at the way their content is
“consumed,” in excess.
INSIGHT 6
Netflix offers 1 month-free trial, which helps accomplish two main
objectives, among others: 1) Given the “addicting” nature of the usage
of Netflix users, it seems the perfect strategy to get new users
hooked before they have to pay a dime. 2) The challenge to have
people pay for content online instead of getting it illegally for free
somewhere else, is somehow eased by this free trial as well.
INSIGHT 7
The consumer is in control, meaning, differently from TV, the
consumer decides when and what to watch.
INSIGHT 8
Anyone in a household (older than 18) can make the decision to
subscribe to Netflix, unlike TV premium programming .
28. COMPETITIVE
INSIGHT 9
True Blood’s and Twilight’s most popular age group, a thriller/horror
TV series and movie, are 18-35 and 18-24. Hemlock Grove is part of
the thriller/horror genre.
INSIGHT 10
“An increasing number of Google searches have sought to watch full-
length TV content online. [Research] indicates that networks have
successfully captured a significant portion of these viewers” over 3rd
party providers, such as Netflix.
INSIGHT 11
“Unconventional programming increases viewership.”
INSIGHT 12
Search activity for TV shows is driven by the younger viewers.
INSIGHT 13
Engagement levels are highest around the premiere and finale of
series.
30. THESTRATEGY
THE KEY STRATEGIC INSIGHT
Netflix is not as popular with millenials as it is with older age
groups, that is were potential for growth is biggest because they
are already online and to whom the content will be most
appealing.
They are used to instant gratification, they hate feeling out of
the “know,” and shy away from paying for online content.
>
31. THESTRATEGY
THE KEY STRATEGIC INSIGHT
Netflix is not as popular with millenials as it is with older age
groups, that is were potential for growth is biggest because they
are already online and to whom the content will be most
appealing.
They are used to instant gratification, they hate feeling out of
the “know,” and shy away from paying for online content.
THE STRATEGY
Create awareness by establishing Netflix’s: Hemlock Grove as an
international premiere but to be consumed Netflix’s style, and it is
to be on Netflix’s tab.
>
32. THESTRATEGY
THE KEY STRATEGIC INSIGHT
Netflix is not as popular with millenials as it is with older age
groups, that is were potential for growth is biggest because they
are already online and to whom the content will be most
appealing.
They are used to instant gratification, they hate feeling out of
the “know,” and shy away from paying for online content.
THE STRATEGY
Create awareness by establishing Netflix’s: Hemlock Grove as an
international premiere but to be consumed Netflix’s style, and it is
to be on Netflix’s tab.
THE SINGLE MESSAGE TO COMMUNICATE
Hemlock Grove’s Premiere: Sweatpants, comfort food, cuddling
position... ready, set, action: it’s on us
>
33. THESTRATEGY
THE KEY STRATEGIC INSIGHT
Netflix is not as popular with millenials as it is with older age
groups, that is were potential for growth is biggest because they
are already online and to whom the content will be most
appealing.
They are used to instant gratification, they hate feeling out of
the “know,” and shy away from paying for online content.
THE STRATEGY
Create awareness by establishing Netflix’s: Hemlock Grove as
an international premiere but to be consumed Netflix’s style,
and it is to be on Netflix’s tab.
THE SINGLE MESSAGE TO COMMUNICATE
Hemlock Grove’s Premiere: Sweatpants, comfort food, cuddling
position... ready, set, action: it’s on us
THE REASON TO BELIEVE
Netflix is about giving control to the customer
>
35. COMMUNICATIONS
FRAMEWORK
AWARENESS
Messaging: Hemlock Grove’s
Premiere: Sweatpants, comfort food,
cuddling position... Ready, set action.
it’s on us.
Reason to believe: Netflix is all
about giving control to the customer
CONSIDERATION
Messaging: Hemlock Grove: Die
Carefully.Watch responsibly. Put it on
our tab.
Reason to believe: Hemlock
Grove is content that is
“unconventional”/risky, and the
producers pushed the content’s to
limits appropriate forTV.
BUYING
Messaging: Hemlock Grove.
Watch this weekend without even
having to register. One-month free
trial.
Reason to believe: Netflix offers
one-month free trial, which eases the
unease of people to purchase
content online. However, once they
are hooked and tried the platform,
they are more likely to sign up.
MEDIA
Social Ads
Search
Run of Network
Microsite
Youtube
MEDIA
Social Ads
Community Management
Search
Microsite
Influencer Outreach
MEDIA
Social Ads
Search
Microsite
Website
CURRENT CONSUMER BEHAVIOR
UNAWARE MALE AND FEMALES 18-25
DESIRED BEHAVIOR
SIGN UP FOR NETFLIX
FACEBOOK
TWITTER
GOOGLE
YOUTUBE
MICROSITESEARCH
ENTERTAINMENT
BLOGS SOCIAL
ASKING FRIENDSPINTEREST
ENTERTAINMENT
FORUMS
37. BUDGET
Long Form Content: Microsite $30,000
Search $200,000
Run of Network $50,000
Social Bookmarking $200,000
Youtube Trueview $200,000
Youtube Sponsored Stars $150,000
Influencer Outreach $20,000
Production $150,000
TOTAL $1,000,000
40. TIMING
Sign-off Today
Pre-Campaign Measurement Tomorrow
Creative Development March 11
Microsite: Live March 18
Account Setup (Branding and Content Strategy) March 18
Influential Outreach March 22
Campaign Launch March 31
Ad Buy April 1st
Post-Campaign: Evaluate KPI’s May 19
