Netflix Everywhere|短视频|广告营销案例【ADGuider广告指南】

网飞无处不在

案例简介：战略为了确定优先的消费者和市场，网飞分析了: 宽带渗透、消费者情绪、英语渗透和支付系统的可用性。其他考虑因素: 新的语言翻译 (韩语、繁体、简单中文、阿拉伯语)，无论是地方政府还是监管机构，由于文化敏感性或审查，都可能反对网飞的引入,如果当地媒体和影响者尊重禁运的话。优先市场: 韩国、台湾、香港、新加坡、印度、海湾合作委员会、波兰、土耳其。在每个国家，几乎所有垂直的媒体都在起作用: 商业、科技、消费者、娱乐。我们为每一项制定了定制战略，从禁运下的广泛的预简报到直到发布日举行所有的沟通外联活动。发布日的策略依赖媒体和消费者来讲述这个故事。在发布时，利用赚来的媒体的可信度对于网飞在市场上的定位至关重要，在市场上，网飞的可信度在很大程度上是未知的。利用消费者的热情会传达兴奋。概要在过去的几年里，随着该公司在美国的迅速发展。美国, netflix 每年在几个国际市场有条不紊地推出，在美洲和西欧创造了强大的足迹。2015 年，网飞走上了一条新的道路 -- 以颠覆性的方式迅速在全球扩张。虽然对该品牌的热情在北美、西欧和拉丁美洲达到了狂热的水平，但网飞在许多市场上仍然是一个未知的数量。这种对新国家的介绍将标志着数百万消费者第一次听到这个品牌。至关重要的是，实际发布反映了品牌的特征和消费者对它的热情。一刀切的方法 -- 即使是全球发布 -- 也会带来挑战。正如其他品牌可以证明的那样，挑战现状但无视文化敏感性的颠覆性品牌会自行承担风险。网飞需要一个聪明有力的颠覆性计划。结果 # Netflixeverywhere 成为 2016年最重要的营销故事。我们在优先市场跟踪顶级媒体。代表性样本媒体分析: 95% + 正面情绪，关键消息渗透率近 100%。# Netflixeverywhere 在全球推特上流行。使用 # Netflix，# Netflix 无处不在的社交对话每天达到大约 31,500 个帖子 (1/6-7/16)，与常规相比提升了 753%。 netflix 在整个发布日都是韩国排名第一的门户网站 Naver 上搜索最多的关键词。Netflix 发布是印度时报网站上有史以来十大最受欢迎的商业故事之一。全球媒体的总体报道规模太大，无法计数，造成了数十亿人的印象。业务结果: 此次发布帮助推动了网飞的订阅。在世界各地，订阅率比上一季度增长了 21%。这种提升不仅在新兴市场是显而易见的，在新兴市场，网飞正在迅速建立其用户群，而且在其美国本土市场，订阅率提高了 43%。执行在禁运下，我们将网飞高管、议程设置媒体和影响者聚集在韩国、台湾、新加坡和香港，首先关注商业和科技媒体。消费者和娱乐媒体在特定市场紧随其后，在发布后进行报道，创造了一个一致的新闻鼓声。我们在印度开展的外联活动极其有限，在印度，竞争激烈的媒体市场可能危及禁运。在中东和东欧的发射之前，我们一直保持着所有的沟通，那里的监管问题可能正在发挥作用。消息一传出，我们就在全球各地启动了团队，立即与媒体接触。网飞为联合创始人兼首席执行官里德 · 黑斯廷斯在消费电子展上发表了主旨演讲。接触全球科技、消费者和商业记者，网飞创造了一个大于生命的舞台; 开发了一个大于生命的演讲; 当房间里和世界各地的数千人通过 livestream 观看时，在演讲期间实时打开了开关。活动描述从疯狂观看到将剧透定位为积极，网飞是一个打破规则的品牌。它对全球推广采取了同样的新方法。因为该公司在很大程度上是虚拟的，没有供应链，没有砖块和砂浆来应对。虽然大多数品牌通过提前促销来推动需求和消费者兴奋，但网飞不想做典型的事情。所以网飞再次翻转了剧本。他们决定发射世界。所有。在。一次。同时 130 个国家。从阿塞拜疆到越南，从韩国到沙特阿拉伯。并使揭示开创性？保守这一切的秘密，创造最终的时刻来揭开新闻。结果: # 网飞无处不在。网飞在 CES 的主要舞台上让地球人大吃一惊，然后让故事滚雪球。赢得媒体给了网飞在新市场的可信度; 现有粉丝分享他们的激情，创造了巨大的全球轰动。相关性革命。破坏性的。Netflix 是一个颠覆了从硅谷到好莱坞的行业的品牌，它不仅改变了行业，也改变了美国。因为这个单一的品牌，我们如何看电视，我们对节目的品味，甚至我们与娱乐的关系都发生了根本的变化。这是一个巨大的转变。1月大规模的同时全球发布以独一无二的方式向数百万新消费者介绍了网飞，为第一个真正的全球电视网络奠定了基础。一个品牌并不是每天都可以向世界介绍自己。所有。在。一次。

网飞无处不在

案例简介：Strategy To identify priority consumers and markets, Netflix analyzed: broadband penetration, consumer sentiment, English language penetration, and availability of payment systems.Additional considerations: new language translations (Korean, traditional, simple Chinese, Arabic), whether local governments or regulatory bodies might object to Netflix’s introduction due to cultural sensitivities or censorship, and if local media and influencers would respect embargoes. Top priority markets: South Korea, Taiwan, Hong Kong, Singapore, India, GCC, Poland, Turkey. In each country, virtually every vertical of media would be at play: business, tech, consumer, entertainment. We customized strategies for each, ranging from extensive pre-briefing under embargo to holding all communications outreach until launch day. Strategy for launch day relied on both media and consumers to tell the story. At launch, tapping into the credibility of earned media would be critical to positioning Netflix in markets where it was largely an unknown quantity. Tapping into consumer passion would convey the excitement. Synopsis For the past several years, as the company has grown dramatically in the U.S., Netflix methodically launched in a few international markets per year, creating a strong footprint in the Americas and Western Europe. In 2015, Netflix embarked on a new path--to expand globally rapidly in a disruptive way. While passion for the brand hit feverish levels in North America, Western Europe, and Latin America, Netflix remained an unknown quantity in many markets. This introduction to new countries would mark the first time millions of consumers would hear of the brand. It was critical that the actual launch reflect the brand’s character and consumers’ passion for it. A one-size-fits-all approach—even for a global launch—presents challenges. Disruptive brands that challenge the status quo yet disregard cultural sensitivities do so at their own peril, as other brands can attest.Netflix needed a disruptive plan that was smart and powerful. Outcome #netflixeverywhere became the most important marketing story of 2016. We tracked top tier media in our priority markets. Analysis of representative sample media: 95%+ positive sentiment, key message penetration of nearly 100%. #netflixeverywhere trended on Twitter globally. Social conversation using #Netflix, #Netflixeverywhere reached approximately 31,500 posts per day (1/6-7/16) resulting in lift of 753% compared to the norm.Netflix was most searched keyword on Naver, South Korea’s #1 portal site throughout launch day. Netflix launch was among top ten most-read business stories of all time on Times of India website.Overall global media coverage was too massive to count—resulting in billions of impressions.Business results: The launch helped drive Netflix subscriptions. Around the world, subscription rates increased 21% over previous quarter. The lift was evident not only in emerging markets where Netflix was quickly building its subscriber base but in its home U.S. market where subscription rates increased 43%. Execution Under embargo, we brought Netflix executives, agenda-setting media and influencers together in South Korea, Taiwan, Singapore, Hong Kong, focusing first on business and tech media. Consumer and entertainment long lead media followed in select markets leading to coverage post-launch, creating a consistent drumbeat of news. We conducted extremely limited outreach in India, where a hyper-competitive media market could endanger embargoes. We held all communications until launch in the Mideast and Eastern Europe, where regulatory issues could be at play. Once news broke, we activated our teams around the globe to engage media immediately.Netflix secured a keynote at CES for co-founder and CEO Reed Hastings. Reaching global tech, consumer and business journalists, Netflix created a larger than life stage; developed a speech with a larger than life story; and while thousands in the room and around the world watched via livestream, flipped the switch on in real-time during the speech. Campaign Description From creating binge-watching to positioning spoilers as positive, Netflix is a brand that breaks rules. It took the same fresh approach to the global roll-out. Because the company is largely virtual, there was no supply chain, no brick and mortar to contend with. And while most brands drive demand and consumer excitement by promoting in advance, Netflix didn’t want to do what was typical. So Netflix flipped the script once again. They decided to launch THE WORLD. All. At. Once. 130 countries simultaneously. From Azerbaijan to Vietnam, South Korea to Saudi Arabia. And to make the reveal groundbreaking? Keep it all a secret, creating the ultimate moment in time to unveil the news. The result: #netflixeverywhere.Netflix surprised the globe from the main stage at CES, then let the story snowball. Earned media gave Netflix credibility in new markets; existing fans shared their passion, creating a massive global sensation. Relevancy Revolutionary. Disruptive. Netflix is a brand that has upended industries from Silicon Valley to Hollywood.And it’s revolutionized not just industries—but us. How we watch TV, our taste in shows, and even our relationship with entertainment has fundamentally changed because of this single brand. It’s been a seismic shift. The massive simultaneous global launch this past January introduced Netflix to millions of new consumers in a one-of-a-kind way, setting the stage for the first truly global TV network. It’s not every day that a brand can introduce itself to the world. All. At. Once.