1.
SKILLSHARE ASSIGNMENT
“JULIAN COLE: CRASH COURSE IN DIGITAL STRATEGY“ BY CHRIS YEOH @YEOHFLOW #DIGISTRAT

2.
BRIEF
Ø Business Problem: How to market the new Netflix series
Hemlock Grove to increase Netflix subscriptions
(currently at 33 million).
Ø Goal: Acquire 20,000 more Netflix subscribers through
increasing awareness for Hemlock Grove and
increasing consideration for Netflix.
Ø Budget: $200,000
Ø Timing: 1st March – 30th June 2013

3.
INSIGHTS
Current Netflix Subscribers
Ø Most popular age group 25-34
Ø 78% most likely to be Caucasian
Ø Household income most likely to be $100-150k and college
educated.
Search
Ø Search traffic peaks on the weekends
Ø 20% of searches from mobile devices
.
Netflix Facebook Fan Page
Ø Most popular age group 18-24
Ø Most activity: 1st week of Feb 13 when House of Cards was
launched.

4.
INSIGHTS
Horror Genre
Ø Most popular age group 18-24
Ø Most likely to be male (60%)
Media habits of teens and twenty somethings:
Ø 92% engage with at least two devices simultaneously. 44%
spend more time watching online video than TV.
Ø Almost 8 in 10 take action after seeing an online ad.
Ø Gaming is the #1 content accessed online.
Ø 45% use a smartphone to access online resources and content.
Ø 35% of adults 18- to 24-years-old were interested in getting
video recommendations from friends' social network accounts,
compared to only 11% of those age 45 and older.

5.
STRATEGY
Business Goal
Increase Netflix subscriptions by 20,000
Business Strategy
Target market: 18- 24 year old males.
Advertising / Communications Goal
Create Awareness of Hemlock Grove and Consideration of Netflix amongst 18 -24 year old male horror fans.
Insight
Netflix is the only place you watch Hemlock Grove
Communications Strategy
Communicate Netflix as the new home of fear.

6.
SINGLED MINDED PROPOSITION
Netflix. Fear lives here…

7.
COMMUNICATIONS FRAMEWORK
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
18-24 MALE SUBSCRIBE TO NETFLIX
FANGORA.COM TUMBLR
YOUTUBE
FACEBOOK NETFLIX
FEARNET.COM
MOBILE TWITTER SIGN-UP PAGE

8.
COMMUNICATIONS FRAMEWORK
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
18-24 MALE SUBSCRIBE TO NETFLIX
FANGORA.COM TUMBLR
YOUTUBE
FACEBOOK NETFLIX
FEARNET.COM
MOBILE TWITTER SIGN-UP PAGE
AWARENESS RESEARCHING BUYING MOMENT
Binge on horror, all episodes Hard hitting messaging:
CREATIVE
“Netflix, fear lives here…” Sign up today and watch
available at once.
Hemlock Grove for free!
Reason to believe: Eli Roth
Reason to believe: This is what
produced series” Reason to believe: I can
Netflix do.
watch 13 episodes in 7days.
MEDIA MEDIA MEDIA
PPC
SOCIAL SOCIAL
MEDIA
RICH MEDIA
RICH MEDIA RICH MEDIA
MOBILE
BANNER ADS
BANNER ADS (REMARKETING)

9.
ACTIVITY: FEAR LIVES HERE
BUDGET: $200,000
Ø MICROSITE: $40,000
Ø FACEBOOK ADS: $50,000
Ø GOOGLE DISPLAY NETWORK
- BANNER ADS (ALL DEVICES): $40,000
- YOU TUBE PREROLL ADS: $40,000
Ø BLOGGER OUTREACH: $5,000
Ø TWITTER ADS: $20,000
Ø USER GENERATED VIDEO COMPETITION: $5,000

10.
KPIs – METRICS FOR SUCCESS
RENTENTION
5,000 FACEBOOK LIKES
1,000 TWITTER FOLLOWERS
PURCHASE
20,000 NEW SUBSCRIBERS
PREFERENCE
50% INCREASE IN PREFERENCE
OF NETFLIX OVER HULU AMONGST TARGET
CONSIDERATION
150,000 VISTORS TO THE SITE
AWARENESS
30% INCREASE IN BRAND RECALL
60,000,000 IMPRESSIONS TO TARGET MARKET
(FACEBOOK, TWITTER AND GOOGLE ADS)
4 ARTICLES IN GENRE BLOGS

11.
QUESTIONS?
@yeohflow