Julian Cole

Crash Course in Digital Strategy

Hey Winstone, 

I would say the main question that we need to answer with the brief was; what is the best way to launch Hermlock Grove to drive subscribers of Netflix. I think that is the brief. With the stat on Youth Market that they are more likely to purchase streaming service, where did you get that stat from. That seems like a key stat that I haven't seen anyone else present. Nice set up with Maya. At the moment Netflix offer a month free trial so I think you could work into this rather than trying to make it a 2 day trial. 

In terms of your Comms Framework, I think you have got the tactics where the messaging for the campaign should be, especially in the first bucket of awareness. I would like to hear more about how the #diecarefully idea comes to life because that seems like a key part. Have a look at Matt Butlers presentation because I think he does well with explaining how the idea works. I like your KPI pyramid I think you are right to end it with the retention goal, good work. 

I think the main thing missing here is the explanation of the big idea, I kind of worry a bit that it might be a bit limiting if it is around twitter and it is the tag #diecarefully. What we are looking to do is get new people into the idea so the problem with making a hashtag is that people would need to know why they are tweeting a hashtag, so I would imagine it would have low involvement. What is good about the idea is that it intriguing title which would surely get people searching for more information. 

During my insights mining I found that only 10% of visitors to Netflix.com are in the 18-24 demographic.&nbsp;
I feel like this is an untapped market for Netflix, as they are more receptive to streaming services and are cutting the cord from traditional media outlets.&nbsp;
The campaign is two-tiered, combining traditional digital outlets with social media and influencer marketing.
Presentation Below:
<a href="http://www.slideshare.net/winstonf2/netflix-hemlock-grove">http://www.slideshare.net/winstonf2/netflix-hemlock-grove</a>

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Netflix and Hemlock Grove: Increasing Net Subscriptions Utilizing the Youth Market

Company

Community

Teaching

Mobile