So good, you can’t help but watch … all of it Hemlock Grove - Netflix Crash Course in Digital Strategy by Julian Cole @suzytweet

Netflix has a goal

“…to become HBO faster than HBO can become us.”

- Ted Sarandos, Chief Content Officer with Netflix

To accomplish this, Netflix has created original content

House of Cards has proven to be very popular for Netflix

Challenge…

How will Hemlock Grove achieve the same success when consumer awareness about the show is considerably low?

Let’s do this

Goal Sign up 400,000 new Netflix subscribers leading up to and following the premiere of Hemlock Grove on April 26th

Budget $150,000 in online promotion and advertising

Timing March 22 – May 6

Insights  Insights

#1.  29%  of  people  in  the  U.S.  conduct  research  online  before  purchasing  media  or  entertainment.  

#2.  The  majority  of  search  engine  interest  in  "Hemlock  Grove"  comes  from  California.  This  could  be  due  to  interest  in  the  producFon  of  the  show  coming  from  the  film  industry.  Or,  maybe  people  in  California  are  more  interested  in  horror  entertainment  –  but  that’s  doub8ul.    

#3.  Demographics  of  NeLlix.com  site  visitors        More  women  than  men        25-­‐44  is  the  most  common  age  range        They  have  no  children        Visitors  earn  an  annual  income  of  100-­‐150K        Likely  to  have  college  or  post-­‐graduate  degrees        

#4.  9.7  million  people  visit  NeLlix.com  each  month  with  over  110  million  different  visits  logged.  This  is  in  comparison  to  hbogo.com,  which  gets  81K  people  visiFng  the  website  98K  Fmes.  Simply  put,  NeLlix  gets  more  visitors  who  return  to  the  site  more  oZen,  in  contrast  to  hbogo.com  which  gets  less  volume  of  returning  visitors.  This  could  be  due  to  people  checking  out  the  site  only  to  find  you  have  to  have  cable  and  a  (pricey)  HBO  subscripFon  to  access  content  on  hbogo.com.        

Insights  Insights

#5.  Average  Fme  spent  on  NeLlix.com  hovers  around  6.5  hours.  People  spend  a  lot  of  ;me  on  the  site.     !#6.  Traffic  to  NeLlix.com  rises  on  the  weekend.  Ne8lix  isn’t  a  site  people  visit  while  at  work.  They  want  to  spend  a  considerable  amount  of  ;me  on  Ne8lix.com  

#7.  A  Wired.com  survey  shows  that  over  40%  of  people  who  had  seen  NeLlix’s  new  series  “House  of  Cards”  watched  13  episodes.  Yes,  they  had  watched  all  of  the  episodes  within  days  of  the  release.  People  like  to  binge  on  TV  series  by  watching  several  or  even  all  episodes  in  just  a  few  siFngs.    #8.  When  people  binge  on  media,  they  like  to  talk  about  it  over  social  media.  Upon  the  release  of  “House  of  Cards”  and  the  revelaFon  that  NeLlix  had  made  the  enFre  season  available  all  at  once,  there  were  over  10,000  menFons  each  hour  including  the  word  “binge”  and  “House  of  Cards”.  Binge-­‐watching  is  a  known  habit  and  people  like  to  engage  their  social  communiFes  while  they’re  doing  it.  (Fizziology  study)    #9.  The  horror/thriller  genre  has  recently  ajracted  demographics  of  18-­‐35,  even  as  young  as  18-­‐24  with  Twilight.      

Demographics Insights

+

Netflix Model

+

Binge-watching

=

Plan

Audience

the

Men and women ages 18-37 with middle to upper income People who are interested in the already popular horror/thriller series and films, like True Blood and Twilight

Plan the

Messaging Find out where the horror leads Will he make it out alive? Who really killed her?

Pose questions based on key plot themes people can discover as the show develops

“ “

Plan the The Campaign

Raise awareness about the premiere of Hemlock Grove with a microsite people will find through banner ads, YouTube TrueView ads, Facebook & Twitter ads, social bookmarking sites and paid blog and media placement. Encourage friends to have Hemlock Grove Spoiler Parties so they can find out happens first and they can know before anyone else. Don’t let anyone ruin this for you. See Hemlock Grove with your friends first. Hold a Google Hangout interview with Eli Roth on Saturday April 27th which will stream on Netflix. Offer subscribers who have watched the entire season by 3:00 pm EST on April 27th to participate in the Hangout and have their questions about the show answered by Eli Roth. Users can also participate in the Hangout by referring a friend to sign up for Netflix.

Framework the

Non-Netflix subscribers Who don’t know about Hemlock Grove

 v  

Netflix subscribers Who LOVE Hemlock Grove

 v  

YouTube Blogs

News Websites

Facebook Twitter

Vine

Search Entertainment Websites

Word of Mouth

Methods

Consideration Conversion

Netflix has produced a horror

show With Eli Roth.

Quality & availability

Find out how it ends…before your friends do. Offer suspenseful ads highlighting the exclusivity and also availability of Hemlock Grove.

Modes of Communication

Chat with Eli Roth about the newest

and most shocking horror

show.

 

Google Ad Words Twitter Ads

Facebook Ads Paid media & blogs

Direct engagement on Twitter Promotion and use of hashtag

#HGSpoiler Paid blogs

Remarketing Social & Banner Ads

Incentivize subscribers to invite friends to sign up with pass to participate in Google Hangout

with Eli Roth

Awareness

Ecosystem the Paid Search

Ad Words targeting people searching for TV shows, “full season” tv shows/series, horror films and shows.

Facebook & Twitter Ads Target our demographic audience of people ages 18-37 and lead them to the microsite.

Banner Ads Ads appearing on websites frequented by our targeted audience, including sites where people research entertainment media.

Popular Media Create gifs from the scenes of the Hemlock Grove and create paid feature on Buzzfeed.

Social Bookmarking StumpleUpon, Reddit and Digg placements directing people to the Hemlock Grove microsite.

Key Performance Indicators

the

Retention •  10,000 Twitter followers •  20,000 Facebook fans

•  1 million views of Hemlock Grove in first 48 hours of

premiere

Purchase

Preference

• 400,000 New Netflix subscribers

• 30% increase in Netflix referrals from friends • 15% increase in positive online chatter about Netflix

Consideration • 850,000 qualified visitors to microsite

Awareness •  Increased search volume of Hemlock Grove

• 20 million overall impressions

Timeline the Friday, March 8th

PR and blogger outreach

Data gathering

Launch campaign with advertisements on YouTube, Facebook, Twitter and with paid search

Friday, March 22nd Launch microsite

Wednesday, March 13th Finalize creative

Monday, March 25th

Wednesday, March 27th

Measure results Monday, May 6th

Microsite $30K Search $20K Banners $30K YouTube ads $25K Facebook advertising $20K Placed blogs $15K Placed media $10K Total Budget $150K

Budget the

Are you ready to get started?

So…

@suzytweet