Julian Cole

Curso intensivo sobre estrategia digital

Hey Matt, 

I am just going to write notes as I go through this presentation. 

Nice start with the quote I think it really helped set the scene of the work. The landscape is changing slide is getting straight to the value proposition of Netflix, this is awesome work. I like that you just went ahead and created the comms priority, acquire, budget and timing. 

Matt this is BLOODY AMAZING!!!! Your strategy, insight, proposition to RTBs is spot on. I think a sign of a good proposition is that is takes the value add from the consumer, brand and product and meshes them all together. This is getting straight to heart of that! 

I don't think you need the slide of what the campaign is not going to be. I think it is a bit of a momentum killer in terms of the deck. I think you need a key visual of the idea with the naming, I think you need a catchy name and then a key visual, that will really help to sell the idea in. The image on Slide 21 is perfect for it. 

In terms of what it will be, you are saying that this is going to be an 'underground' campaign, I don't know if that is the right way to position it because for a client they might feel like it is going to be small reach and you have said the goal is going to be awareness so you want something that will have a large impact. 

Slide 22, I don't think you need to use the hashtag, I think you want to show how big this idea is to begin with, by hashtagging it I feels like it reduces the size of the idea. The explanation of the idea is great and you really get the idea across in a couple of slides. 

Okay so the Comms Framework was hard to read because it was a little small but it looks quite good. 

Awareness Phase - I think this campaign lives and dies by the awareness phase, you have a got a killer idea here and you need to make sure enough people hear about it. The banner ads on horror websites and social sites is going to be critical to the success of this idea. Glad to see that you have them ticked off. I also like the idea around targeting people on twitter as well. 

Consideration Phase - In this phase I think it is all about giving them a reason to go ahead and sign up to netflix and watch hemlock grove. It feels like you are ticking off these boxes too, this is really great! 

The buying phase looks good, I think that there is enough information there. 

In terms of the KPIs, I think that I would of liked to see the number of people who would of participated in the horror marathon here. I would then also put another advocacy number being the number of people they reached when they tweeted/fb out their badges. 

In the budget you have money in there for Youtube Ads but you don't have that in the Comms Architecture? 

Overall this is a bloody amazing presentation, your line from brief to proposition was AWESOME! I don't think I could of articulated it that well. You have shown that you have really thought out this and there are only a couple minor tweaks! You should be really proud of this! 

Hey Julian, what can I say... Great course and cracking feedback. Thanks so much.

Overall the feedback is invaluable. The bits on the comms framework, KPI and measurement stuff is especially useful as I found myself scratching my head at times on what's best to measure. 

I don't know why there's money in there for YouTube ads. It was around 3am when I was writing that bit of the presentation, so maybe tiredness got the better of me.

So pleased that you think the proposition works. I put so much thought into the insights and proposition, making many edits along the way. The late nights after work were definitely worth it.

Cheers!

MB




<p>http://www.slideshare.net/MattButler1/netflix-digital-strategy-16847883&nbsp;</p>


Matt Butler - Netflix Digital Strategy

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