This is an hypothetical Digital Strategy for Netflix, the global TV content provider. This was an assignment for the Crash Course in Digital Strategy held by Julian Cole (BBH - NY).

1. Netflix Digital Strategy
Crash Course in Digital Strategy by Julian Cole – BBH - NY
Course Assignment
@RaffaelVincenti
raffaele.vincenti2@gmail.com by Raffaele Vincenti

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3. The largest online movie rental service

4. In the beginning there was
the television

5. The evolution of the species

6. FROM SERIAL
PROGRAMMING TV …

7. … TO OPEN
CHOICE MENU

8. STRATEGY
Target the TV viewers tired of waiting for the programs
they like and make them becoming Netflix subscribers.

9. The freedom of choosing on TV what you want whenever you want is insuperable.
INSIGHT

10. Netflix is the largest online TV content service.
PROPOSITION

11. REASONS TO BELIEVE
Continuous clients growth since 1997
Global presence
Effective and complete service
Competitive prices
Evolving offer of contents
Primary consideration for clients

12. EXECUTION

13. COMMUNICATION FRAMEWORK
Facebook
There is an alternative to
the traditional serial
programming TV
Search
YouTube
Twitter
Social Ads
Microsite
Have you lost the
enthusiasm watching
traditional TV?
Regain it with Netflix
Subscribe and gain your
freedom to choose TV
contents
Banners
Communities
Search
Social Ads
Microsite
Social Ads
Microsite
Website
Social
CREATIVE
CURRENT CLIENT BEHAVIOR CLIENT DESIRED BEHAVIOR
MEDIA
NETFLIX SUBSCRIPTIONWATCHING SERIAL PROGRAMMING TV
AWARENESS CONSIDERATION PURCHASE
MEDIA MEDIA MEDIA
YOUTUBE
FACEBOOK
GOOGLE
TWITTER TV BLOGS
WORD OF MOUTH
MICROSITE
WEBSITESEARCH
SOCIALPINTEREST

14. DIGITAL ECOSYSTEM
Website
Microsite
Websearch
YouTube Twitter

15. KEY PERFORMANCE INDICATORS
RETENTION
Grade of positive sentiment
PURCHASE
No. of new subscribers
PREFERENCE
Increase of purchase preference
CONSIDERATION
No. of site visitors
AWARENESS
No. of impressions

16. THANKS FOR YOUR ATTENTION
raffaele.vincenti2@gmail.comRaffaele Vincenti