Brand Project 3:
Netflix’s Media Brief & How They Express Their Value
Mackenzie Mulhern, Cameron Kennedy, & Claudia Neddermann
Earned Media:
· Word of Mouth
§ Netflix has a positive reputation for their services and in-house productions
- Influencer engagement
§ Unpaid fans who support product because they believe in what the company stands for
§ Examples: Miley Cyrus, Zac Efron, Jennifer Lawrence
- Loyal fans
§ making the app easy to use for all age demographics and continuing to put out quality content → millions of followers on multiple social media platforms
- New York Times articles
- Corporate staff and other partners
Shared Media:
- Partnerships with cable companies both nationally & internationally
§ Sky, Liberty Global, Comcast)
§ WHY: to make their enemies (cable companies)their allies by being streamed more accessibly which is mutually beneficial
· Netflix button remote control and pre-downloaded apps
§ Devices such as Sharp, Sony and Roku come with Netflix/ a Netflix button
§ Value costumers by having an easy to use application
- Social Accounts
§ Encourages users to share the content with friends
Paid Media:
- Influencers
§ Collaborate with celebrities on Netflix original series and movies
§ paid to talk about series on their social media and press for their series (examples Sandra Bullock, Bella Thorne, Lily Collins, Lady Gaga, and countless more)
- Incentive
§ Brand Ambassadors are responsible for engaging with audience on social media platforms like Facebook and Twitter (Netflix is very interactive with their followers, on a more personable level)
- Paid media
§ Print ads
§ Billboards
§ Posters
§ Magazines
§ Newspapers
· Comic-con
· Digital ads on social media like Instagram, Twitter, and Snapchat
· Search engine marketing/ paid-per-click advertising
Owned Media:
- Netflix Originals and the content they choose to portray in them (examples themes of abuse, suicide, LGBTQ rights, etc) to appeal to their audience
- Netflix service site
§ https://www.netflix.com/browse
- Website corporate website
o Geared to investors to show profit, letter to share holds, and transcripts to be honestto public
- Company social media accounts
§ Twitter (5.27 million followers) https://twitter.com/netflix?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
o Interacts with fans through hilarious tweets which draws more people to their program
§ Snapchat
§ Company blog
Special Features of Netflix:
§ Easy to use
§ Constantly updating
o Takes suggestions of viewers into account to give them best possible experience
§ Secret codes to access sub-genres not available in general list of shows & movies→ exclusive
§ Distinguishable red for clear branding
§ Can edit profile icon with fun pictures
§ Being able to skip the intro song of a tv show
§ “Are you still watching” which will stop your account if they think you may have fallen asleep or left the room
§ Download movies if on plane without WIFI to still access favorite shows
§ Ratings:
o Positive ratings will recommend similar programs
o Negative ratings will filter out genre so it won’t show up on your feed
LINK TO PRESENTATION:
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