Digital strategy promoting Narcos, Netflix's new original series (2015) Final assignment: Crash course in digital strategy by @juliancole on Skillshare. --> http://skl.sh/1FU8myR Questions & feedback welcome! :D --> @clement_simon

1. NETFLIXDIGITAL STRATEGY PROMOTING NETFLIX’S NEW ORIGINAL SERIES NARCOS
Skillshare assignment
Crash course in digital strategy by Julian Cole
March 2015

2. SLATED TO DEBUT IN 2015,
THE PLOT WILL REVOLVE AROUND WHAT HAS BEEN THE LARGEST MANHUNT IN HISTORY
NARCOS IS NETFLIX’S NEW CRIME SERIES
BASED ON THE LIFE OF PABLO ESCOBAR

3. 7 STRATEGIC QUESTIONS
01. WHERE DO WE COME FROM?
02. WHERE DO WE WANT TO GO?
03. WHO DO WE NEED TO TALK TO?
04. WHAT DO WE NEED TO TELL THEM?
05. HOW DO WE NEED TO TELL THEM THAT?
06. WHERE AND WHEN DO WE NEED TO COMMUNICATE WITH THEM?
07. HOW DO WE MEASURE THE SUCCESS OF THE CAMPAIGN?

4. 01// WHERE DO WE COME FROM?

5. FROM THE 60’S UNTIL NOW,
TELEVISION HAS OCCUPIED A CENTRAL PLACE IN PEOPLE’S LIVES
In 2014, TV is still the most popular medium
with the average American spending 5hrs per day watching it.
Nielsen survey, March 2014*
1960’s 1970’s 1990’s 2000’s
http://www.nydailynews.com/life-style/average-american-watches-5-hours-tv-day-article-1.1711954

6. BUT WHILST TV IS STILL VERY POPULAR, THE DIGITAL REVOLUTION IS
CHANGING FOREVER HOW PEOPLE ARE WATCHING IT
FROM TO
the TV set PCs, Tablets, Mobiles, Smart TVs
Paid content
Streamed or downloadedBroadcast
Free (piracy)

7. EMPOWERED BY NEW TECHNOLOGIES, PEOPLE NOW WANT MORE CONTROL
ON THEIR VIEWING EXPERIENCE
FROM TO
TRADITIONAL TV EXPERIENCE INTERNET TV EXPERIENCE
“I watch what is on Television and follow
schedule imposed by TV networks”
“I watch what I want
whenever I want”
Traditional TV & Cable Networks Video on Demand services

8. INSTEAD OF FIGHTING IT, NETFLIX EMBRACED THE DIGITAL REVOLUTION
AND CREATED A SERVICE THAT MEETS THEIR NEW EXPECTATIONS
WHAT THEY WANT Large selection of movies and TV series
WHEN THEY WANT IT
HOW THEY WANT IT
AT A REASONABLE PRICE
Available on demand
Viewable on multiple devices, without ads
Low monthly subscription: $8.99 (US)
AND WITHOUT ANY COMMITMENT Free cancellation at anytime
THE NETLIX MODEL SIMPLY CONSISTS IN GIVING THE AUDIENCE

9. AND IN 2012, STARTED TO CREATE ITS OWN ORIGINAL CONTENT
BECOMING THE 1ST INTERNET-BASED TV NETWORK
NETFLIX ORIGINAL SERIES HAVE BEEN PRAISED BY VIEWERS AND PROFESSIONALS
AND PLAYED A KEY ROLE IN ATTRACTING & RETAINING MEMBERS TO THE PLATFORM…
86% members said they were less likely to cancel their service after watching House of Cards*
*According to a survey by Financial firm Cowen& Co.

10. IN LESS THAN 15 YEARS, NETFLIX WENT FROM BEING A MODEST DVD RENTAL COMPANY
TO BECOMING THE LEADING INTERNET TV NETWORK
WITH MORE THAN 55 MILLION MEMBERS AROUND THE WORLD
Reed Hastings, Cofounder and CEO of Netflix

11. BUT AS INTERNET TV MARKET IS BOOMING, THE NUMBER OF COMPETITORS
NETFLIX IS FACING HAS NEVER BEEN SO HIGH…
2008
VIDEO STREAMING SERVICES
2007 2015
2011 - 2013
LOCAL TV NETWORKS
2014 - 2015
US MAJOR TV NETWORKS
+ NEW LOCAL COMPETITORS

12. 02// WHERE DO WE WANT TO GO?

13. BECOME HBO
“Become HBO faster than HBO can become us”
Ted Sarandos, Netflix’s Chief Content Officer
Has built
an effective streaming service
Wants to
Offer a large selection of exclusive content
Offers
a large selection of exclusive content
Wants to
Build an effective streaming service
*HBO is an American premium cable and satellite TV network

14. IN THIS OVERSATURATED MARKET, ONLY THE SERVICES OFFERING
THE BEST CONTENT AND THE BEST EXPERIENCE WILL SURVIVE
Although Netflix is leading the way, these 2 competitors represent a real threat as they have the
potential to challenge its position in the future.
• Has adopted an aggressive
challenger’s strategy
- Robust video streaming service
- Global expansion (US+UK+GER)
- original programming
• Original series “Transparent” won
Emmy Awards and Golden Globes
• Amazon’s huge revenues can help
the service acquire more content
• Has produced iconic series like
Game of Thrones, The Wire, True
Detective, The Sopranos…
• Has already created an efficient
online video service for its
members: HBO GO
• Launches standalone streaming
service HBO NOW in April 2015!

15. NETFLIX STRATEGY: THE BIGGER PICTURE
STREAMING SERVICE MARKETINGCONTENT
BUSINESS GOAL
INCREASE SUBSCRIBER BASE TO INCREASE REVENUES
BUSINESS STRATEGY
ATTRACT NEW MEMBERS AROUND THE WORLD PROPOSING THE BEST CONTENT AND THE BEST VIEWING EXPERIENCE
INVEST IN 3 KEY AREAS TO GENERATE FURTHER GROWTH THROUGH A VIRTUOUS CYCLE
Investing in
streaming
content
Increase
members
satisfaction
Positive
Word of
Mouth
Increase
Member
acquisition
Revenue
growth
Investing in
streaming
platform
Increase
members
satisfaction
Positive
Word of
Mouth
Increase
Member
acquisition
Revenue
growth
Investing in
marketing
Increase
service
awareness
Increase
service trials
Increase
Member
acquisition
Revenue
growth
$3B in 2015$500M in 2015 $600M in 2015
http://ir.netflix.com/long-term-view.cfm

16. CONTENT STRATEGY
“LESS CONTENT, MORE EXCLUSIVITY”
à To differentiate itself from competitors, Netflix will invest more and more in the production of original content
à The objective in the medium term is to release 20 new original series a year (1 every 2 weeks ½)
à In 2015, Netflix will release its first original movie
MARKET SEGMENTATION: CREATE DIFFERENT SHOWS TO APPEAL DIFFERENT AUDIENCES
à Netflix doesn’t want to dominate any particular genre, but rather own a small corner of many niches
HORROR
SERIES
POLITICAL
DRAMAS
EPIC
SAGAS
COMEDY
DRAMAS
SCI-FI
SERIES
GANGSTER
DRAMAS
Vampire diaries
True blood
Hemlock Grove
The West Wing
Borgen
House of Cards
Game of Thrones
Marco Polo
CalifornicationWeeds
Orange is the new black
Breaking bad
The Wire
NARCOS
Star Trek
Heroes
Sense8

17. ROLE OF THE NARCOS SERIES
To attract millions of new members around the world
and convince current users to stay with Netflix

18. To attract millions of new members around the world
and convince current users to stay with Netflix
Marketing
Quality of the show
ROLE OF THE NARCOS SERIES

19. HOW TO CONVINCE PEOPLE TO WATCH NARCOS ON NETFLIX WHEN
THEY HAVE THE CHOICE WITH SO MANY OTHER SERIES/STREAMING
SERVICES AND CAN WATCH IT FOR FREE ILLEGALLY?
PROBLEM

20. 03// WHO DO WE NEED TO TALK TO?

21. ,
§ Demographics
§ Psychograph
§ Aspiration
§ Interests
People 18-34
70% Male
Living in North/South America
and Europe
…who love Gangster TV series and movies
but aren’t Netflix members
Aspiration:
“Want to watch latest Movies & Series
on demand and for free”
Inspired from Bud Caddell’s « Digital Strategy 101 »
Interests
Cinema (Godfather, Scarface, Blow)
TV series (Breaking Bad, The Sopranos, The Wire))
Men’s Press (GQ, Men’s Health)
Video games (Call of Duty, GTA)
Sports (Football, Basketball, Boxing, MMA)
Poker (Pokerstars)
TARGET PROFILING

22. // Top-level information:
• 28 years old, living in Los Angeles (US)
• American with Mexican origins
• Works as a salesman at a car dealership (Earns $40K/y)
// Activities in his spare time:
• Practices boxing and plays soccer
• Plays Poker online and with his friends occasionally
• Owns a Xbox360 and spends long hours playing Call of Duty
and GTA 5
• Spends between 3 and 4 hours online every day
• Enjoys watching movies and series at home
// When it comes to TV:
• Doesn’t have a TV, watches Series & Movies on his computer
• Streams or downloads illegally what he wants to watch
• Enjoys binge watching shows
• Watches on average 5 movies + 2 seasons of a show /month
GETTING TO KNOW OUR CORE AUDIENCE…
MIKE GONZALEZ
gangster movie fan

23. WHERE TO FIND HIM ONLINE?
CINEMA
IMDB
WikipediaHollywood Reporter
Cinema Blogs
Itunes trailers
Rotten Tomatoes
MEN’S
SOCIAL MEDIA
PIRACY
VIDEO
GAMES
GANGSTER
MOVIES
Mashable
GQ Men’s Health
Favourite movies FB fanpages
(eg. Scarface)
MOBILE
PSN
XBOX LIVE
Kickass torrent
ESPN
Piratebay
Free streaming
BWIN Pokerstars

24. HOW DO THEY DISCOVER A NEW SHOW?
OUR AUDIENCE DISCOVERS NEW SHOWS ONLINE WELL AHEAD OF THEIR RELEASE
AND MOSTLY THROUGH WORD OF MOUTH
Source: Google/Ipsos OTX, Pathways to TV Consumption Study, 2013
The Noun Project – Gosia Gasiorowski
75%
discover new shows online
50%
Hear about a new show
1 month before it airs
49%
Discover a new show through
family/friends’ recommendations

25. HOW DO THEY DECIDE TO WATCH A NEW SHOW?
WITH SO MANY OPTIONS AVAILABLE,
THEY NEED TO BE ABLE TO EXPLORE THE SHOW BEFORE TUNING IN
AND FEEL CONFIDENT THAT IT WILL BE WORTH THEIR TIME
Viewers look for reasons to feel confident that they make the right decision…
Source: Google/Ipsos OTX, Pathways to TV Consumption Study, 2013
The Noun Project – Кирилл Конюх & Rafael Farias Leão
à 2/3 of viewers of new television shows search online before tuning in
(watching trailers, reading reviews, and looking for further info about a show)
… and evaluate many dimensions of a show before watching it
! 48% Comprehension – What is the plot or storyline?
à 46% Confidence – Is the show worth my time?
! 41% Projection – Could I see myself being a fan?

26. HOW DO THEY TUNE IN?
18-34 ARE ADDICTED TO TV SERIES AND GET « HOOKED » ON A NEW SHOW
ALMOST INSTANTLY WHEN THEY LIKE ITS STORY WORLD.

27. HOW DO THEY BECOME NETFLIX MEMBERS?
PEOPLE ALSO GET ADDICTED TO THE CONVENIENCE BROUGHT BY NETFLIX
ONCE THEY’VE EXPERIENCED IT
persons become member
after their 1-month free trial*9/10
* Analyst Eric Wold from Merriman Capital in New York
found a 93% conversion rate among Netflix trial memberships converting to paying subscribers over the past eight years since the service tracked free subs. (2011)

28. SO HOW DO WE CONVINCE THEM?
COMMS GOAL
INCREASE AWARENESS OF NARCOS AMONG GANSTER DRAMA LOVERS
AND MAKE THEM WANT TO WATCH THE SHOW ON NETFLIX
KEY INSIGHT #1
OUR PROSPECTS NEED TO BE ABLE TO EXPLORE THE SHOW BEFORE TUNING IN
AND NEED TO FEEL THAT THE SHOW WILL BE WORTH THEIR TIME
KEY INSIGHT #2
18-34 ARE ADDICTED TO TV SERIES
AND GET HOOKED ON A NEW SHOW VERY QUICKLY WHEN THEY LIKE ITS STORY WORLD
KEY INSIGHT #3
9/10 FREE TRIALISTS BECOME NETFLIX MEMBERS AFTER THEIR 1-MONTH FREE TRIAL
COMMS STRATEGY
IMMERSE VIEWERS INTO THE WORLD OF NARCOS AND
GET THEM HOOKED ON THE SHOW BEFORE ITS RELEASE, SO THEY ULTIMATELY SUBSCRIBE TO NETFLIX TO WATCH IT.

29. 04// WHAT DO WE NEED TO TELL THEM?

30. OUR SINGLE-MINDED PROPOSITION
“WATCHING AN ORIGINAL SERIES ON NETFLIX IS A UNIQUE EXPERIENCE”
REASONS TO BELIEVE
BEST STREAMING SERVICE IN THE MARKET
SUCCESSFUL ORIGINAL SHOWS FEATURING HOTTEST PRODUCERS/ACTORS OF THE MOMENT
FULL CONTROL FOR VIEWERS: ALL EPISODES OF A NEW SHOW RELEASED AT ONCE

31. BUT SINCE WE NEED TO CONVINCE THEM
BEFORE THEY SUBSCRIBE…
WE’LL MAKE DISCOVERY,
A UNIQUE EXPERIENCE TOO

32. 05// HOW DO WE NEED TO TELL THEM THAT?

33. CREATING AN IMMERSIVE EXPERIENCE (BETWEEN STORY AND GAME)
THAT WILL BRING THE WORLD OF NARCOS TO LIFE
AND DRAG VIEWERS INTO THE DARK UNIVERSE OF THE SERIES LIKE NEVER BEFORE!
LETTING THEM RELIVE ONE OF THE LARGEST MANHUNTS IN HISTORY…
HOW?

34. ESCOBAR
The largest online manhunt of all times
FINDING

35. FINDING ESCOBAR
WANTED
FIND PABLO ESCOBAR
REWARD $10,000
A 10-day immersive online manhunt
The campaign will start 7 days prior to the release of Narcos
on Netflix and will invite people to explore the show as if they
were part of it.
Based on the actual plot of the series
The campaign will ask people to help Javier Peña, a Mexican
DEA agent sent to Colombia to find Pablo Escobar and
ultimately kill him.
To win the much coveted $10,000 reward
To do so, they will have to gather a series of hints dispersed
throughout the Internet to locate him and, if successful, will get
a chance to earn the $10,000 reward promised for his capture.
! CREATING THE LARGEST ONLINE MANHUNT

36. FINDING ESCOBAR
The idea is to tell the story through multiple channels to make the experience more immersive,
but also to bring Narcos where our target audience naturally spends time online.
STORYVIDEO
GAMES
GOOGLE
MOBILE
FACEBOOK
TWITTER
YOUTUBE
! SUPPORTED BY A CREATIVE TRANSMEDIA CAMPAIGN

37. FINDING ESCOBAR
The campaign will revolve around a central hub
that allows people to register and participate to the online manhunt.
WWW.FINDESCOBAR.COM
Allows users to create their individual session
Shows instructions to find new hints every day
(+ sends notifications to users via SMS, DM, Email)
Allows users to submit their entry at the end of the
campaign and enter the prize draw to win $10,000
Gives users more info on Narcos
(crew, storyline, behind-the-scenes, etc…)

38. The
CAMPAIGN

39. Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
CAMPAIGN HUB
OPENING TRAILER
Story
23rd July 1992, Pablo Escobar has escaped from prison.
Javier Peña (Pedro Pascal) asks people to join the “Search
Bloc”, a US/Colombian special unit tasked to find Pablo
Escobar.
Action
The video ends with a call to action button “Join the Search
Bloc” that redirects users to the campaign hub:
www.FindEscobar.com
Opening
trailer

40. Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
CAMPAIGN HUB
HINT 1: TAPPING CALLS
Story
The Search Bloc, helped by Centra Spike ( the US army secret
electronic tracking unit) tries to locate Pablo Escobar by
listening to calls between him and his associates.
Action
Users receive a notification telling them that the first challenge
is available on www.FindEscobar.com
Once on the hub, participants are asked to enter their phone
number to listen to the call directly on their mobile and find the
1st hint.
- Hint 1 -

41. Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
CAMPAIGN HUB
HINT 2: RECRUITING FRIENDS
Story
The Search Bloc needs more people in its ranks to pose a real
threat to Pablo Escobar.
Action
Users find a message of Javier Peña on the Hub asking them
to help him recruit for the Search Bloc.
Users are invited to share a message on their Facebook/
Twitter accounts to unlock the second hint.
- Hint 2 -

42. Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
CAMPAIGN HUB
HINT 3: PABLO ON CCTV
Story
Pablo is caught on CCTV murdering several persons in the
streets of Medellin.
Action
Users will be told on the Hub that the CCTV footage is
available somewhere on the Internet. (The short video will be
uploaded on Netflix’s Vine, Instagram & Youtube accounts)
When watching the footage, people will be able to see that
the scene is happening in Los Olivos, a district in Medellin,
getting at the same time their third hint.
- Hint 3 -

43. Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
CAMPAIGN HUB
HINT 4: EXPLORING MEDELLIN
Story
Javier Peña decides to go after Pablo Escobar in the
dangerous streets of Medellin.
Action
Users will be invited to explore Medellin by Night via an
immersive experience powered by Google Maps.
During their night expedition, they will have to interview
people to get their 4th hint on Pablo Escobar’s location.
- Hint 4 -
References
https://nightwalk.withgoogle.com
https://www.destinyplanetview.com

44. Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
CAMPAIGN HUB
HINT 5: LIBERATING HOSTAGES
Story
Pablo Escobar holds captive several Colombian politicians in
his luxurious villa Hacienda Napoles, outside of Medellin.
The Search Bloc organises a Raid to rescue them.
Action
Netflix will partner with Activision to create a custom map
representing the Hacienda Napoles. The mini mission will be
available on Xbox Live and PSN, and downloadable for free.
Once the mission completed, people will receive their 5th hint
and have the option to share their score/time on Social Media.
- Hint 5 -
An alternative challenge will be available for people who don’t own an Xbox or Playstation

45. Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
CAMPAIGN HUB
HINT 6: INCREASED REWARD
Story
After finding out that his Villa has been assaulted, Pablo
Escobar gets furious and replies with a deadly bombing attack
in the heart of Medellin.
The Colombian government then raises the initial reward of
$10,000 to $20,000 for whoever finds Pablo Escobar.
Action
Users can get a 6th hint if they spread the wanted notice on
their Facebook/Twitter account.
- Hint 6 -
WANTED
PABLO ESCOBAR
REWARD $10,000 ! $20,000

46. Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
CAMPAIGN HUB
HINT 7/8: HINTS IN EPISODES
Story
Friday 16th October, the 10 episodes of the Narcos series are
now available on Netflix.
Action
People will be notified on the hub that the last 2 hints are on
Netflix, and that they must watch the episodes to find them.
The 7th hint is hidden at the end of the first episode and the 8th
hint at the end of the 3rd episode.
à The hints will be displayed on the transition screen
between episodes. (see image on the left)
- Hint 7 - - Hint 8 -
Release
on Netflix
Submission

47. CAMPAIGN ROLL OUT
Fri.
9th Oct
Sat.
10th Oct
Sun.
11th Oct
Mon.
12th Oct
Tue.
13th Oct
Wed.
14th Oct
Thu.
15th Oct
Fri.
16th Oct
Sat.
17th Oct
Sun.
18th Oct
Opening
trailer
- Hint 1 -
Tapping
Calls
CAMPAIGN HUB
- Hint 2 -
Recruiting
a friend
- Hint 3 -
Pablo on
CCTV
- Hint 4 -
Exploring
Medellin
- Hint 5 -
Hacienda
Napoles
- Hint 6 -
Increased
Reward
- Hint 7 -
hidden in
1st episode
- Hint 8 -
hidden in
3rdepisode
Final day
for
submission
on
campaign
hub
MOBILE FB/TWITTER INSTA/VINE/YT GOOGLE XBOX LIVE/PSN FB/TWITTER
NETFLIX NETFLIX
Official
Release
on Netflix

48. 06// WHERE AND WHEN DO WE NEED TO TELL THEM THAT?

49. Campaign idea
Barrier 1 Barrier 2 Barrier 3
Comms task 1 Comms task 2 Comms task 3
Immerse viewers into the world of Narcos
via a unique immersive experience.
- Awareness -
People haven’t heard of
Narcos
- Consideration -
People are overwhelmed by
number of series available
- Conversion -
People don’t want to pay to
watch TV series online
- Increase awareness –
Introduce the show and the
“Find Pablo Escobar”
online manhunt.
- Build up excitement -
Get people to participate to
the campaign and create
anticipation for Narcos.
- Maximise conversion -
Get people to subscribe to
Netflix to watch the show &
get the last hints
CAMPAIGN ARCHITECTURE

50. GANGSTER MOVIE FANS 18-34 SUBSCRIBE TO NETFLIX TO WATCH NARCOS
FACEBOOK
GOOGLE
TWITTER
YOUTUBE
GQ.COM
ROTTENTOMATOES.COM
POKERSTARS.COM
CINEMA BLOGS
MENSHEALTH.COM
VARIETY.COMITUNES TRAILERS
ESPN.COM
IMDB
TARGET AUDIENCE DESIRED RESPONSE
PSN/XBOX LIVE
AWARENESS CONSIDERATION CONVERSION
MESSAGEMEDIA
DISCOVER NARCOS,
NETFLIX’S NEW ORIGINAL SERIES
ABOUT THE INFAMOUS
PABLO ESCOBAR
“A UNIQUE EXPERIENCE”
EXPLORE THE SHOW LIKE NEVER
BEFORE WITH THE “FIND ESCOBAR”
ONLINE MANHUNT
SUBSCRIBE TO NETFLIX FOR FREE
AND WATCH NARCOS
TO GET THE LAST HINTS
& WIN THE $20,000 PRIZE
SOCIAL
SEARCH
BANNERS
CAMPAIGN HUB
SOCIAL
SEARCH
BANNERS
PSN/XBOX LIVE
BLOGGER OUTREACH
CAMPAIGN HUB
SOCIAL
SEARCH
BANNERS
What is Narcos? Why should I watch Narcos? Why should I subscribe?
5 WEEKS BEFORE RELEASE RELEASE DATE ON NETFLIX1 WEEK BEFORE RELEASE
COMMS FRAMEWORK

51. IMDB
ESPN
FOXSPORTS
VARIETY
ROTTENTOMATOES
POKERSTARS
GQ
MENSHEALTH
BWINHOLLYWOOD REPORTER
AWARENESS
Trailer
SEARCH
DIGITAL
ADS
PROMOTED
PROMOTED
NETFLIX
NARCOS
BREAKING BAD
PABLO ESCOBAR
NEW TV SERIES
INCREASE VISIBILITY OF THE FIRST OFFICIAL TRAILER(S) WITH SEARCH AND MEDIA

52. IMDB
ESPN
FOXSPORTS
VARIETY
ROTTENTOMATOES
POKERSTARS
GQ
MENSHEALTH
BWINHOLLYWOOD REPORTER
CONSIDERATION
SEARCH
DIGITAL
ADS
PROMOTED
PROMOTED
NETFLIX
NARCOS
FIND ESCOBAR
PABLO ESCOBAR
NEW TV SERIES
CREATE ANTICIPATION FOR NARCOS & GET PEOPLE TO PARTICIPATE TO THE CAMPAIGN
FINDESCOBAR.COM
CAMPAIGN HUB
BLOGGER
OUTREACH
CINEMA
LIFESTYLE
ENTERTAINMENT
TV
NARCOS MANHUNT

53. IMDB
ESPN
FOXSPORTS
VARIETY
ROTTENTOMATOES
POKERSTARS
GQ
MENSHEALTH
BWINHOLLYWOOD REPORTER
CONVERSION
SEARCH
DIGITAL
ADS
PROMOTED
PROMOTED
NETFLIX
NARCOS
NARCOS STREAMING
NARCOS TORRENT
NEW TV SERIES
GET PEOPLE TO SUBSCRIBE FOR A FREE TRIAL ON NETFLIX TO WATCH NARCOS AND COMPLETE THE CHALLENGES
FINDESCOBAR.COM
CAMPAIGN HUB

54. 07
// HOW DO WE MEASURE OUR SUCCESS?

55. KEY PERFORMANCE INDICATORS
AWARENESS
Youtube trailer 3M views
52M impressions from Social and Digital ads (Budget $50K)*
Search volume increase
CONSIDERATION
Youtube opening trailer 8M views
208M impressions from Social and Digital Ads (Budget $200K)
1Bn editorial impressions**
2Bn Social Media impressions**
5M registrations on FindEscobar.com
CONVERSION
3M subscriptions on Netflix during campaign
2M members staying after free-trial period
*Calculated based on an average CTR at 0.08% and CPC at $1.20
** based on metrics from Prometheus successful transmedia campaign

56. Questions
@clement_simon
THANK YOU