Netflix wants to increase subscriptions by offering original programming like Hemlock Grove. However, awareness of Hemlock Grove is low. The digital strategy aims to attract "thrill-seekers" by improving access and experience through a revamped mobile app, social features, and interactive content. A campaign called "Thrill-seeker" uses mobile, social media, and video to improve awareness, acquisition, and advocacy. Key metrics track growth in app reviews, social mentions, searches, and subscriptions. The $300,000 budget is allocated across SEO, social media, banners, and video to drive new users to sample and subscribe to Netflix through Hemlock Grove.

1. Hemlock Grove
On NetFlix
Digital Strategy Survival Guide
Cary Wong @digitalwong
#digistrat final presentation
Image credit: http://helvenwolf.deviantart.com/art/Werewolf-claw-172858215

2. EMERGENCY!
Werewolf
footsteps are
chasing
Quickening
Your heartbeat
hastening
Welcome to the
NetFlix/Hemlock Grove
Pause Hemlock Grove. Take a deep breath.
Digital Strategy
Survival Guide.
Senses are
going into
overdrive..
“..CAN’T
STAND THE
PRESSURE..”
you screamed
Image credit: http://elane.stanford.edu/public/L254573/medium/TD.B.0119.004.D.jpg

3. (business issue at hand) SYSTEMIC DIAGNOSIS
Netflix would like to increase the Improve overall
subscription rate and thereby communal health
revenue. One of the major decisions
is to offer original programming. (revenue)
Hemlock Grove is one of the
resulting outstanding series. Increase population
(NetFlix subscriptions)
We need to attract people to
Hemlock Grove.
Convey why Hemlock
It is an original series worth Grove is worth moving
subscribing NetFlix for. into (watching)
Image credit: http://www.saturdayeveningpost.com/wpcontent/uploads/satevepost/Doctor_Stauffer-368x346.jpg

4. IMPROVING SUCCESS RATE
Ease of
Awareness
Access
- Only 5400 monthly - NetFlix users likely search for
-
search in Google
Only 326 likes and 20
Mobile “Watch instantly”, “free trial”,
“on demand”, “streaming”
people talking about in and“app”
Facebook - NetFlix app is top 21 overall in
US for both iPhone and
Increase awareness! Android
Key for success!
- NetFlix users are 5 times more
likely to be interested in Hulu
(another streaming service)
Watch when I want, where I want!
Image credit: http://2.bp.blogspot.com/_Q_oGU0DugTI/SaY5-yh2yDI/AAAAAAAAAAM/blNIcmoLxgM/s1600-h/red-cross-join.jpg

5. (digital issue at hand) LOCALIZED DIAGNOSIS
Problem
• Awareness for Hemlock Grove lacking
• Mobile access can be difficult
Objective
• Increase Hemlock Grove search to 300k
• Bring the app rating up from 2.5 to 4
Timeframe
• February 2013 – August 2013
• Take advantage of slow summer TV
Budget
• $300,000
Image credit: http://www.tomsriverwellnesscenter.com/patientForm2.jpg

6. (targets) LIKELY SUFFERERS
Meet Jen and Mike.
They look like a normal couple now.
Both work at offices after graduating
from university. Being 30-
somethings, they are addicted to
technology. The latest smartphones,
tablets – you name it, they have it.
They have no kids so there is more
free time. They like to spend it by
watching high-quality TV thrillers.
They are used to getting things their
way so they want to watch the
shows where they want, when they
want.
They don’t know the lure of Hemlock
Grove yet.
Once they do, they will become one
Image credits: with the pack.
http://1.bp.blogspot.com/-
qCAt5S6PYsY/Tm83M6tFr6I/AAAAAAAADLg/gUXzJ6BcpKs/s1600/Love+Couple+Wallpapers.jpg
http://outlawmoon.files.wordpress.com/2012/03/werewolfmoon.jpg?w=379&h=512

7. (communication messages) TREATMENTS
(Issues) Symptoms (Reasons to believe) Treatments
I want quick access where I
Easy and fast; no hassle apps
want, when I want
- Revamped app makes for seamless streaming
- Works beautifully on all devices
- Includes all library contents
I want a virtual water-cooler
with other fanatics
Communal viewing experience
- Revamped app automatically aggregates social
media comments
- Users can add friends and message each other
I want extra features to Interactive real-time viewing
complete the experience (trivia/polls/etc.)
- Revamped app has synced trivia/polls and other
interactive features
- Works with both viewing via TV or devices
I want hot new thrillers. Hemlock Grove and other great
Uncensored, no holds-barred contents will keep you locked
- First season of Hemlock Grove free
- All other werewolf movies free for a month
Image credits:
http://www.cellphonehits.net/site/uploads/HTCSurroundFront-2.jpg, http://microsoft.staenz.com/files/2011/09/tweetrama-11.jpg,
http://media.carbonated.tv/41610_story__vh1-pop-up-video.jpg, http://www.photo-
dictionary.com/photofiles/list/445/818pills.jpg, http://cdn2.sbnation.com/entry_photo_images/7495613/hemlock_grove_large_verge_medium_landscape.jpg

8. (big idea) SILVER BULLET
The Thrill-seeker campaign circles around
the modern lifestyle:
Mobile. Social. A beautiful experience.
Here is the consumer journey:
Media
- Jen and Mike hear about the new awareness
NetFlix app which allows them to
watch Hemlock Grove for free along
with other werewolf movies 2 weeks
for free
- They download the app, watch the
-
show seamlessly on all of their apps
They watch half of all existing werewolf
movies within a month(impossible, I
Advocacy
increases
Thrill- Immaculately
developed
seeker
new app
know)
- They love the service so they gave 5
star reviews in app store and continue
to subscribe
- They become NetFlix advocates and
convince their friends to join via social
media
Consumption
goes up
Image credit: http://rasica.files.wordpress.com/2012/01/silver-bullet-standing.jpg?w=470&h=499

9. (communications framework) PRESCRIPTION
Consumer behaviour
iTunes Google
YouTube Banners Facebook Twitter Facebook YouTube Twitter Forums
AppStore Play
NetFlix Other app iTunes Google Other app
Bloggers Search Blogs
outlets stores AppStore Play stores
Awareness Acquisition Advocacy
-Hemlock Drive is edge-of- -It’s so easy to watch -I binge-watched Hemlock Drive
your-seat entertainment everywhere this weekend! What a great series!
-Free to watch series + -Get exclusive / -NetFlix app is so cool. It’s easy to
Creative
werewolf movies for a interactive contents use and fun to play with.
month if you install new app only in app
Paid: Paid: PR:
-Banners -SEO in app stores -Bloggers/Social Media
-Preroll -Banners in app Earned:
-SEM stores -Bloggers/Social Media
PR: Owned: -YouTube
-Bloggers/Social Media -Social Media -Word-of-Mouth
Owned:
-Youtube channel
Media
-NetFlix outlets
-Social Media
Image credit: http://www.ezmedicaloffice.com/images/screen_shots/Prescription.gif

10. (KPIs) DEBRIEFING
Retention
App reviews
Word-of-Mouth
200% increase in
Facebook likes
200% increase in
Twitter mentions
Purchase
35% continues to subscribe
Preference
4 star app reviews
20% preference for NetFlix among target
audience
Image: Best experience, best content
Consideration
300,000 searches from search engines
Awareness
Search engine + Facebook ads – 47,631,892 impressions
NetFlix outlets– 11,000,000 impressions
Social media shares/likes/discussions
Image credit: http://www.apolloexplorer.co.uk/photo/img/AS13/10075546.jpg

11. BUDGETING
App building
$150,000
SEO/SEM
$40,000
Banner Ads
$50,000
Video
production $5,000
Blogger /
Social Media
seeding
$30,000
Facebook /
Twitter ads $25,000
Other Earned
Media Free
Total
budget $300,000
Image credit: http://www.lmnblog.com/lmn/wp-content/uploads/2011/04/budget.jpg

12. END
By Cary Wong @digitalwong
for @juliancole #digistrat
Image credit: http://upload.wikimedia.org/wikipedia/en/thumb/3/3d/Poster_for_Hemlock_Grove.jpg/461px-Poster_for_Hemlock_Grove.jpg