Julian Cole

Crash Course in Digital Strategy

Hey Melanie, 

Like the set up into binge watching, I think it sets up the picture really well with what we are going to be talking about and good to see it backed up. 

Good to see that you went ahead and set a budget, goal and timings too. I like the set up with Ben, I think it is really good and helps to paint a strong picture. 

I think we need to be a little more pointed with the proposition. I think a way of making it more pointed would be to ask yourself why can't they not watch it? You have kind of started pointing towards it with Eli Roth or also the idea that this is the first time they can binge watch a full series. It feels like a good territory because no one has done that before. 

I think what is missing is a core big idea thought (check out Matt's presentation again). You need an idea that is going to capture peoples attention. With your Comms Plan, I am starting to see a number of consideration messages in the awareness and purchase part. What you are trying to do in the awareness stage is have that one idea that is going to hook people in so they want to investigate more. In the consideration phase you want to give them all the information that they need to make the decision and in the purchase stage you need to make sure that they are converting so this is closer to sales messages.

I like how you have identified another stage and have played with the comms framework model that is great to see because I think sometimes people think that it is the only way you can present the material. I would say that the phase would fit under maybe an active search phase. I think that the search and responding to twitter makes sense because you are getting people when they are looking for information, I don't know if the Facebook step makes sense to me as you don't know if those people are searching for information. 

I think you need to move microsite to the consideration phase because this is when you have people actively engaged they are going to be looking for more information. Awareness is about getting people when they don't even know about Hermlock Grove so the banner ads work here. It is important to remember that Rich Media is a form of banners so you just want to make sure you either call out that the banner ads are referring to standard banners. 

In the consideration phase, I think that I would take out banner ads (standard) because you are not going to be able to get much information in them. Rich Media you can tell more of a story so I think that is fine. Social and Microsite make sense here. 

In terms of the what will Ben see, I think you should put all this creative work before the comms architecture because the client is probably most looking forward to seeing this. In terms of the search example the image there is of netflix coming up in organic search which would be a search engine optimisation tactic where we are saying that we would buy the google ad words so you would want to show an adwords example. 

I feel like the exclusiveness of the microsite is not aligning with the goals. The point of the microsite is to be able to give people more information so they can make an informed choice and sign up to netflix therefore you would probably want the site to have a lot of information in it rather than being a straight sign up. 

In terms of measuring success, the increase in customers referred by Netflix's was not part of any of the creative work so I would not want to put it in the KPIs, unless you have work that is going to address the refer a friend aspect. 

Good work on this and I think you are really progressing, let me know if you have any specific questions as well! 

Hi All,
Here's the link for my presentation:&nbsp;http://www.slideshare.net/MelanieFlores2/a-digital-strategy-for-netflix-hemlock-grove-16847818
Looking forward to seeing what everyone else has come up with.
Cheers!
Mel

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Hemlock Grove + Netflix

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