Dune: Hey guys, thanks for being here. I organized this meeting after the monthly meeting on our communication strategy led by the company managers. And without surprise, we have a lot of work. Indeed, the concurrency increases day by day. I think about Disney +, Amazon Prime and Canal Play in France. This company seduces more and more consumers by a loyalty strategy. This is to say that they create a durable relationship with the client by offering different services in the same offer. As a consequence, we, Netflix, lose both attractivity and customers. So as you see it’s time to prove how we are creative and intelligent in our communication. We have to dynamise it, and go out of our safety zone in order to be the leader of the movies and series platform’s market. So you are wondering what the strategy is?
Firstly, Netflix has decided to put thirty new films on the site. But not ordinarily movies, these will be only masterpieces of the cinema, awarded at Caesars or internationally known. For example Parasite, the Korean film, Pretty Woman or Little Miss Sunshine. The central team is in charge of this selection. And you are going to start a new communication campaign. And of course you can use the new film distribution to promote our services. I want you to propose several ideas for the next month. The budget is based on 25 000 dollars. However, if your media campaign is incredible we can raise it. Don’t forget, we have to be better than the concurrency. So take in account the tastes and habits of the demand and surprise it. Thanks to you two, go ahead now.
A few moment later...
Alison: Thank you for trusting us and to entrust us with a significant budget for Netflix communication. We have some news innovative ideas more than ever for the new marketing campaign. So, with my colleague Marie, we are going to present to you different media we can use for this campaign.
First, I suggest making an advert because Netflix doesn't often create adverts for tv. But there is more and more competition on the market. Indeed with the arrival of Disney+ and Amazon Prime, it’s more complicated. So I suggest a short tv ad in which we will show a family, some friends and a couple. And we're gonna ask this question “what do you think they are watching now?” and then we will answer “To find out, just scan this QR code”. When people will scan this QR code a link through the app will open to suggest a Netflix program. The price of an ad is a little expensive as you know, it can cost 15000$.
Secondly, we can use the release of a new series like “Lupin” with Omar Sy to make a new marketing campaign. I suggest making a digital animation on a billboard. I would like to make an interactive campaign. Indeed the watchword of Netflix is to be close to their clients, become friends with the audience. So I would like to challenge people with the game "where is Lupin". You know the famous comic strip “Where's Wally?”. It will be the same kind of game but on a billboard on the street with the series Lupin. People will be captivated by this billboard, they would like to play the game and know more about this series, so they would like to watch that on Netflix. I think, It’s a good opportunity for us and it’s less expensive than the ad, approximately 3000$. Now, I am going to give the floor to Marie, she has so many ideas.
Marie: As Alison just suggested, we think that a TV spot to promote the platform and the new movies selection and incoming series can be a huge push in our communication and bringing more viewers. As you may know, boss, more and more parents and adults are becoming regular customers of our platform, so by doing a TV spot we could seduce an even more diverse audience, and because our movie selection goes in this way, they would surely find something that they enjoy. Besides, we want to distance ourselves from the other platform, we have to highlight the fact that we, as Netflix, always thought that VOD platforms and linear television are complementary so why don’t we prove that and propose to different television networks to broadcast the spot?
However I would agree that we keep a strong digital communication, our core target, remains the young generation who are actifs on social media so we need to keep that, maybe upgrade it to a superior level. We are quite active on Twitter, our community managers are doing really a great job, honoring the values of our platform, but I think we can do more. A lot more. We had this idea of creating our own social media. Hear me out. We will still be on the usal social media, we will still be active on Twitter and interact with our followers. But we could promote through Twitter a social media, where it’s all about Netflix. A kind where people can talk to others that watched the same series or films that they speak about. To provide spoilers we can create a system where viewers indicate if or not they have finished the program they want to discuss about. On the bright side for this, is that it will be cheaper than a non digital campaign around 2000 dollars. Yet I agree that we can’t only bet on the digital campaign it’s not enough anymore.
Dune: Well, you did good. You find interesting concepts which totally correspond with my brief. All things considered, I think that I have already chosen the new projects for our communication campaign. And there are going to be several. Firstly, the digital animation on billboards seems to be a real innovation in the field of series and movies platform. Moreover, it’s a good way to seduce a large public. Indeed, children are going to try our advertising animation and then subscribe to Netflix when they are growing up. The cost of this structure allows a second proposition. As you said Alison, that we can evaluate the price for 3000 dollars maximum. Therefore, with the 2000 dollars which stays, I choose to create the social network you mentioned Marie. It will create interactivity and it’s a good way to maintain the demand. Very well, now the next step is to create the communication strategy from the creation to the budget part. You are going to have help from the communication team. And you're going to lead them. Thank you again, I wish you a good day. Bye!
