6. Challenge…
How will Hemlock Grove achieve the same success when
consumer awareness about the show is considerably low?
7. Let’s do this
Goal400,000 new Netflix subscribers leading up to and following the
Sign up
premiere of Hemlock Grove on April 26th
Budget promotion and advertising
$150,000 in online
Timing
March 22 – May 6
8. #1.
29%
of
people
in
the
U.S.
conduct
research
online
before
purchasing
Insights
media
or
entertainment.
Insights
#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.
9. #5.
Average
Fme
spent
on
NeLlix.com
hovers
around
6.5
hours.
Insights
Insights
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.
17. the
Plan
Audience
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
18. the
Plan
Messaging
“
Find out where he make it leadsalive?
Will
the horror
out
Who really killed her? “
Pose questions based on key plot themes people can discover as the show develops
19. The Campaign
the
Raise awareness about the premiere of Hemlock Grove with a microsite
Plan
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.
20. the
v
v
Framework
Non-Netflix subscribers Netflix subscribers
Who don’t know about Hemlock Grove Who LOVE Hemlock Grove
Modes of YouTube Facebook Search Word of Mouth
Blogs Twitter Entertainment Websites
Communication News Websites Vine
Netflix has Find out how it ends…before your friends do. Chat with Eli Roth
produced a horror about the newest
show Offer suspenseful ads highlighting the exclusivity and most
With Eli Roth. and also availability of Hemlock Grove. shocking horror
Quality & show.
availability
Awareness Consideration Conversion
Direct engagement on Twitter Remarketing
Google Ad Words Social & Banner Ads
Promotion and use of hashtag
Twitter Ads Incentivize subscribers to invite
#HGSpoiler
Facebook Ads friends to sign up with pass to
Paid blogs
Paid media & blogs participate in Google Hangout
Methods with Eli Roth
21. the
Paid Search
Ad Words targeting people searching for TV shows, “full season” tv shows/series,
horror films and shows.
Ecosystem
Banner Ads
Ads appearing on websites frequented by our targeted audience, including sites
where people research entertainment media.
Facebook & Twitter Ads
Target our demographic audience of people ages 18-37 and lead them to the microsite.
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.
22. the
Retention
Key Performance
• 10,000 Twitter followers
Indicators
• 20,000 Facebook fans
• 1 million views of Hemlock
Grove in first 48 hours of
premiere
Purchase
• 400,000 New Netflix subscribers
Preference
• 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
23. Data gathering
the
Friday, March 8th
Finalize creative Timeline
Wednesday, March 13th
Launch microsite
Friday, March 22nd
PR and blogger outreach
Monday, March 25th
Launch campaign with advertisements on
YouTube, Facebook, Twitter and with paid search
Wednesday, March 27th
Measure results
Monday, May 6th
24. the
Budget
Microsite $30K
Search $20K
Banners $30K
YouTube ads $25K
Facebook advertising $20K
Placed blogs $15K
Placed media $10K
Total Budget $150K
