1. Netflix and
Hemlock Grove
Increasing Net Subscriptions
Utilizing the Youth Market

2. Netflix
One of the most respected brands in the media
sphere with over 33 million subscribers.
A recent player in original content, gaining buzz
with such series as House of Cards and
Arrested Development.

3. BUT....

4. Netflix needs to continue to drive
consumer growth in an increasingly
crowded streaming market.

5. The Brief
The Problem
Increasing Netflix subscribers in 2nd Quarter 2013 by 15%
The Solution
Utilizing the groundbreaking, youth-focused show Hemlock
Grove to drive consideration and signups among young,
savvy consumers.

6. Project Insights
-The youth market (ages 18-24) make up only 10% of Netflix
Subscribers
-Searches for Netflix spike during Friday afternoons
-Binge viewing is an increasing way of media consumption
-Over 40% of Facebook users watch a show based on a friend’s
recommendation
-College Students are more likely to watch video content on a computer
or smartphone than a regular TV
-83% of new household do NOT sign up for traditional Pay TV services
(Cable or Satellite)
-Netflix has a 97% Retention Rate (the highest in the industry)

7. The Youth Market
Is The Key To
Growth

8. THE YOUTH MARKET
-"Cord Cutters" and
"Cord Avoiders"
-More Likely To
Purchase a Streaming
Service
-More likely to use
Social Media
-More Likely to "Binge
Watch"

9. Meet Maya
College Student, 20
-Avid Social Media Consumer
-Has a Twitter, Facebook, and
Pinterest Account
-Does not Own A TV
-Spends more than 6 hours a day on
the Internet
-Prefers to consume media on her
mobile device
-Watches over 30 minutes of Internet
video today
DOES NOT HAVE A NETFLIX
ACCOUNT

10. How Do We Reach
Maya?

11. Through Hemlock
Grove!

12. Let's Encourage Binge Watching
The Hemlock Grove
campaign will be timed for
Thursdays and Fridays, as
Google Searches spike for
Netflix searches and movie
recommendations.
We encourage binge
watching through the use of
targeted 2 and three day
free trials targeted toward
the key demographic

13. Let's Create A Conversation
Utilizing Social Media to
drive awareness and
conversation around the
Hemlock Grove series.
#DIECAREFULLY

14. The Campaign
Current Behavior Desired Behavior
Awareness Consideration Purchase
Traditional Media PR "What Are You Doing This Three Day Trials
#DieCarefully Hashtag Campaign Weekend?" "Try Netflix This Weekend. FREE
YouTube Trailer on Front Page Targeted Ad Campaigns to run Three Day Trial"
Targeted Search Ads on Google Thursday and Fridays to Encourage
Web Banner Ads "Binge Watching" during Weekends
Episode Previews to Social Media
Influencers
YouTube Pre-roll Campaigns
Media Media Media
Web Banners Web Banners Web Banners
Targeted Google Ads Google Ads Google Ads
Twitter Ads Twitter Ads Twitter Ads
Facebook Ads and Facebook Page Facebook Ads and Facebook Page Facebook Ads and Facebook Page
YouTube Ads

15. The Campaign
The Timeframe
March 2013 - May 2013
The Media
Web Banner Ads, Facebook Promoted Ads,
Twitter Promoted Tweets, YouTube Pre-roll
Ads
The Budget
$135,000

16. The Campaign
Web Awareness Social Media Awareness
Banner Ads with a focus on Youth Focused websites: #DIECAREFULLY
Pitchfork, IMDB, SPIN, Rolling Stone, Cracked, Social Media Campaign
Collegehumor, Pandora, MTV.com
-Twitter Promoted Tweets
Geotagged Search Ads: College Campuses
Pre-roll Ad Buys: YouTube, DailyMotion
-Facebook Promoted Page
Promotional Considerations
Reddit Ask Me Anything (AMA) with Eli Roth
Influencer Reach Outs
Offer Full Series Previews to Select Influencers in return
for tweets to the #DIECAREFULLY hashtag

17. Tools For Success

18. The Budget
Media Allocation
Traditional Banner Ads $50,000
Twitter Promoted Tweets $25,000
Facebook Promoted Posts $35,000
YouTube Pre-roll Ads $25,000
TOTAL $135,000

19. THANK YOU!
For more information contact @thisisstone