Netflix Pitch

24
MAY 2014

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Transcript of Netflix Pitch

Page 1: Netflix Pitch

MAY 2014

Page 2: Netflix Pitch

Integrated marketing approach

Creative solutions

Extensive media planning

Deliver above and beyond marketing

Exceed all expectations

O U R M I S S I O N

Page 3: Netflix Pitch

T H E T A S K

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18-34 Male and FemalesSelective and Convenience ConsumersHigh Involvement

Specific Preferences

Binge Watchers

Low Involvement

No Preference

Leisure Watchers

College Students - Young FamiliesHighly social and integrated in social mediaUp to date in popular culture

T H E T A R G E T

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T H E R E S E A R C H

33.3 Million Customers

TV ShowsMovies

53%

9% 11%

73%

Both

36%

18%

Netflix Users Hulu Users

Preferred Media Content between Netflix and Hulu

10 million

23.3 million Non-Paying

Paying

TV Shows

18-3435-54

55+

User-Generated Content

Movies

Music Videos

News

Personal Videos

Web Videos

372616

332115

282014

19105

132118

1176

1052

Age in

Online MediaConsumption

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Netflix main consumers are Millennials who are heavily influenced by word of mouth.

More variety, available instant streaming, and original content but not advertised enough to consumers.

About 30% of Netflix users are not paid subscribers.

O U R I N S I G H T S

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Marketing ObjectivesIncrease number of Netflix millennial subscribers by 4% in the first 12 months of campaign.

Communication ObjectivesIncrease advocacy amongst current users in order to build awareness among non-users via word of mouth and referral.

Media ObjectivesIncrease frequency rate by 45%Extend reach by 15% within one year of the campaign.

Use television, OOH, and print media to provide coverage of 85% of the target market over a one year period.

O U R O B J E C T I V E S

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Only on Netflix

O U R I D E A S

Netflix offers the MOST in original content

Humor/Juxtaposition

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Your Life, Your Netflix

O U R I D E A S

Netflix largest selection of movies

There is something for everyoneand every situation

Benefit/slice of life

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Anytime, Anywhere

O U R I D E A S

Available on all screens (phone/TV/tablet/and laptop)

Supported on most platforms (XBOX,Apple TV, App Store...)

Benefit/Humor

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“I would want to watch

House of Cards”

“...really depressing.”“I don’t think it’s funny”

“Too cluttered”“Good tagline”“Distracting”

F E E D B A C K

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F I N A L C O N C E P T

O N LY O N

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P O S T E V A L U A T I O N

How likely are you to attend a Netflix Sponsored event:

How likely are you to recommend Netflix to:

Primary13

Control14

“Only on Netflix”15

25

20

15

10

5

Friend Family Classmate Colleague Acquaintance

Control Ad

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T H E B I G I D E A

Only on Netflix#flixforfriends

Original Content + Referral Program =

Increased Awareness for Original ContentNew Netflix SubscribersPositive Word-of-Mouth sharing Original Content combined with other broadcast shows available on Netflix Appeal to both current users and non-users

Netflix viral content and media mix generate buzz and positive advocacy Hype and anticipation of new seasons will peak at

Netflix Pre-Screening Events

R E C O N S T R U C T I O N

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E X E C U T I O N S

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A D D I T I O N A L E X E C U T I O N S

O N LY O N O N LY O N

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3 S C R E E N S

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O U T O F H O M E

SUBWAY/METRO

BUS SIDE

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O U T O F H O M E

SUBWAY/METRO

SHELTER

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C O M M E R C I A L

“The Presidents”

“Leading Ladies”

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Devon

S O C I A L

#myflixfornetflix #netflixambassadors

Video competitionRecreate your favorite scene from House of Cards and Scandal (video or picture)

Top 25 with most likes will win prizes and a ticket to Netflix Pre-Screening Event in Washington D.C. and meet your favorite stars.

Brand AmbassadorsCollege Based - Netflix fans, movie buffs, business and film interests

Free subscription and ticket to pre-screening event

Host movie nights, promote competitions, blog and post about new Netflix material and Netflix related content

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3 Pre-ScreeningsLA NYC DC

Winners from #myflixfornetflix will be flown to DC for special speaker series and pre-screening

Tickets will be given on a first serve RSVP basis to Netflix subscribers (LA & NYC)

Guests can bring a non Netflix friend and enter for a chance to win prizes and meet the speakers.

E V E N T S

SEASON 3 PRE SCREENING

SEASON 4 SCREENING

AND

Verizon CenterW a s h i n g t o n D . C .

january 17, 2015

With gues t speakers : KERRY WASHINGTON AND KEVIN SPACEY

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M E D I A P L A N

Social Media 23%

YouTube 40%

Optimization Search 37%

Consumer Magazines 85%

Out of Home 14%

Events 1%

PAID MEDIA

INTERNET MEDIA

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