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网飞帮助父母按需庆祝除夕
案例简介：战略 在开始竞选之前，网飞首先需要知道，父母想在午夜前庆祝除夕吗？一项针对全球父母的第三方研究发现，答案是肯定的。庆祝活动的展开方式因地区而异，但有一种情绪在世界各地都很真实 -- 父母作为一个家庭度过除夕 (97%), 超过一半的父母 (58%) 会抓住机会在午夜前让孩子们睡觉。随着洞察力的验证,网飞将 12月28日确定为理想的发布日期，利用圣诞节和新年之间缓慢的新闻周期。仅仅四天, 网飞将为这个故事创造一个环绕声效果 -- 从推销努力和付费社交到电子邮件 blasts 和名人代言 -- 以确保各地的父母为除夕发现了一个新的选择。 结果 网飞新年前夕产生了 2,100 多个故事，14亿赢得了全球媒体的印象，包括今天的三次提及。与儿童节目领域的前 13 名竞争对手相比，Netflix NYE 在 2015年该类别的头条新闻中占据主导地位，比年度第二大新闻多了 76% 次媒体提及, HBO 收购了芝麻街，并在 2015年帮助网飞在该类别中获得了 43% 的声音份额 (来源:TrendKite)。到除夕，很多人都在谈论它在 Facebook 上流行的故事，一篇 SF Gate 的文章有超过 47,000 股。但是没有什么比在除夕之夜看到风景更好的了。六个倒计时在服务现场直播的四天里看到了数百万的风景，来自世界各地的家庭都在按照自己的方式庆祝新年前夕。 活动描述 Netflix 的核心是建立在选择的力量上; 选择何时以及看什么的能力。那么，我们如何让这个选择对父母更有吸引力呢？父母希望作为一个家庭庆祝除夕，但他们也希望他们的孩子在 12月31日午夜之前就上床睡觉。网飞利用这种愿望，在时钟敲响 12 点前庆祝新年，根据孩子们最喜欢的角色进行按需倒计时，让父母在最后一次通话中告诉他们什么时候庆祝这些著名的 10 秒钟。孩子们选择如何庆祝，但父母选择何时说晚安。就在除夕夜的四天前，网飞根据网飞的原创节目推出了六款适合孩子的角色倒计时，包括海雀摇滚、护理熊、万岁国王朱利安、皮博迪先生和谢尔曼, 督察小工具和项目 mc2。移开，瑞安 · 西克莱斯特。 相关性 基于网飞消费者的洞察力，沉浸在为人父母的真相中，这场由公关领导的综合运动突破了混乱的假日媒体时间框架，为全球家庭创造了持久的记忆。洞察力、创造性和娱乐性 -- 所有合适的成分都值得一名网飞原创作品，同时提供与戛纳公关狮子相称的结果。 概要 每个人都知道网飞有令人印象深刻的原创节目阵容。艾美奖提名的节目如《纸牌屋》和《橙色是新的黑色》是流媒体服务的同义词。但是许多人没有意识到网飞也有一个令人印象深刻的面向所有年龄段的家庭和孩子的内容库。问题是，网飞如何将文化和媒体的聚光灯照耀在其各种儿童点播娱乐上，以引发与全球家庭的品牌对话？ 该团队试图揭示父母已经在使用网飞的洞察力,然后锚定一个想法，让 Netflix 品牌通过其面包和黄油内容闪耀。通过这项品牌活动，网飞开始实现以下目标: 将网飞定位为儿童和家庭空间的全球领导者。提高对令人印象深刻的儿童内容库的认识 执行 紧随圣诞节周末之后，网飞推出了双管齐下的战略第一阶段，通过传统媒体和该品牌拥有的渠道建立了知名度。与高度辛迪加网点的禁运故事上线。Netflix 拥有 525 名成员的全球博客网络流团队被激活。此外，一封电子邮件爆炸的目标是全球会员数据库中的父母。在第三天，第二阶段的努力转向社交和放大赚来的媒体。通过有针对性的有偿社会职位，增加了高层职位。有影响力的 vlogger 和 Vine 家庭发布了他们的孩子在 2016年与 Netflix 通话的视频。其他名人中的女演员朱迪 · 斯威汀在社交网站上分享了他们的网飞除夕派对。到 12月31日的晚餐时间，几周的准备变成了家庭唱歌的流露, 在午夜前很久，跳舞和倒计时到 2016年 -- 孩子们谁也不聪明 -- 激发了一个从悉尼到伦敦再到洛杉矶的共同文化时刻。
网飞帮助父母按需庆祝除夕
案例简介：Strategy Before kicking off the campaign, Netflix first needed to know, do parents want to celebrate New Year’s Eve before midnight? A third-party study of parents across the globe found the answer was a resounding yes. How celebrations unfold vary by region, but one sentiment rang true in all corners of the world -- parents are spending New Year’s Eve as a family (97%), and more than half of parents (58%) would jump at the chance to put the kids to bed before midnight.With the insight validated, Netflix identified December 28 as the ideal launch date, capitalizing on the slow news cycle between Christmas and New Year’s. In just four days, Netflix would create a surround sound effect for the story -- from pitch efforts and paid social to email blasts and celeb endorsement -- to ensure parents everywhere discovered a new alternative for New Year’s Eve. Outcome Netflix New Year’s Eve generated more than 2,100 stories and 1.4 billion earned media impressions globally, including three mentions on TODAY. Compared to the top 13 competitors in the kids programming space, Netflix NYE dominated the category’s top stories of 2015, driving 76% more media mentions than the second-largest story of the year, HBO’s acquisition of Sesame Street, and helped earn Netflix a 43% share of voice in the category in 2015 (source: TrendKite).By New Year’s Eve, so many people were talking about the story it trended on Facebook, and a SF Gate article had more than 47,000 shares. But nothing was better than seeing the views roll in on New Year’s Eve night. The six countdowns saw millions of views during the four days they were live on the service, with families from all corners of the globe celebrating New Year’s Eve on their terms. Campaign Description At its very core, Netflix is built on the power of choice; the ability to choose when and what to watch. So how do we make that choice more appealing to parents?Parents want to celebrate New Year’s Eve as a family, but they also want their kids in bed long before midnight on Dec. 31. Netflix harnessed this desire to celebrate the new year before the clock strikes twelve with on-demand countdowns based on kids’ favorite characters, letting parents make the final call on when to celebrate those famous 10 seconds. Kids choose how to celebrate, but parents choose when to say goodnight.Just four days before New Year’s Eve, Netflix unveiled six kid-friendly character countdowns based on Netflix original programming, including Puffin Rock, Care Bears, All Hail King Julien, Mr. Peabody and Sherman, Inspector Gadget and Project Mc2. Move over, Ryan Seacrest. Relevancy Based on a Netflix consumer insight and steeped in a parenting truth, this PR-led, integrated campaign broke through the cluttered holiday media time frame and created lasting memories for families around the globe. Insightful, inventive and entertaining - all the right ingredients to be worthy of a Netflix original while delivering results worthy of a Cannes PR Lion. Synopsis Everyone knows Netflix has an impressive lineup of original programming. Emmy-nominated shows like House of Cards and Orange Is the New Black are synonymous with the streaming service. But many people don’t realize that Netflix also has an impressive library of content for families and kids of all ages. The question is, how does Netflix shine a cultural and media spotlight on its variety of kids on-demand entertainment to spark brand conversations with families worldwide?The team looked to uncover an insight grounded in how parents are already using Netflix, then anchor on an idea that allowed the Netflix brand to shine through its bread and butter -- content. Through this brand campaign, Netflix set out to achieve the following objectives:Position Netflix as a global leader in the kids and family spaceBuild awareness of impressive kids’ content libraryDrive traffic to kids content on the service Execution Right on the heels of Christmas weekend, Netflix unleashed phase one of its two-pronged strategy, building awareness through traditional press and the brand’s owned channels. Embargoed stories with highly-syndicated outlets went live. The Stream Team, Netflix’s 525-member earned global blogger network, was activated. Plus, an email blast targeted parents in the global membership database. On Day 3, phase two efforts shifted to social and amplifying earned media. Top placements were amplified through targeted paid social posts. Influential vlogger and Vine families posted videos of their kids ringing in 2016 with Netflix. Actress Jodie Sweetin among other celebs shared their Netflix New Year’s Eve parties on social. By dinner time on Dec. 31, weeks of preparation turned into an outpouring of families singing, dancing and counting down to 2016 long before midnight -- kids none the wiser -- inspiring a shared cultural moment that ricocheted from Sydney to London to LA.
Netflix Helps Parents Celebrate New Year’s Eve On-demand
案例简介：战略 在开始竞选之前，网飞首先需要知道，父母想在午夜前庆祝除夕吗？一项针对全球父母的第三方研究发现，答案是肯定的。庆祝活动的展开方式因地区而异，但有一种情绪在世界各地都很真实 -- 父母作为一个家庭度过除夕 (97%), 超过一半的父母 (58%) 会抓住机会在午夜前让孩子们睡觉。随着洞察力的验证,网飞将 12月28日确定为理想的发布日期，利用圣诞节和新年之间缓慢的新闻周期。仅仅四天, 网飞将为这个故事创造一个环绕声效果 -- 从推销努力和付费社交到电子邮件 blasts 和名人代言 -- 以确保各地的父母为除夕发现了一个新的选择。 结果 网飞新年前夕产生了 2,100 多个故事，14亿赢得了全球媒体的印象，包括今天的三次提及。与儿童节目领域的前 13 名竞争对手相比，Netflix NYE 在 2015年该类别的头条新闻中占据主导地位，比年度第二大新闻多了 76% 次媒体提及, HBO 收购了芝麻街，并在 2015年帮助网飞在该类别中获得了 43% 的声音份额 (来源:TrendKite)。到除夕，很多人都在谈论它在 Facebook 上流行的故事，一篇 SF Gate 的文章有超过 47,000 股。但是没有什么比在除夕之夜看到风景更好的了。六个倒计时在服务现场直播的四天里看到了数百万的风景，来自世界各地的家庭都在按照自己的方式庆祝新年前夕。 活动描述 Netflix 的核心是建立在选择的力量上; 选择何时以及看什么的能力。那么，我们如何让这个选择对父母更有吸引力呢？父母希望作为一个家庭庆祝除夕，但他们也希望他们的孩子在 12月31日午夜之前就上床睡觉。网飞利用这种愿望，在时钟敲响 12 点前庆祝新年，根据孩子们最喜欢的角色进行按需倒计时，让父母在最后一次通话中告诉他们什么时候庆祝这些著名的 10 秒钟。孩子们选择如何庆祝，但父母选择何时说晚安。就在除夕夜的四天前，网飞根据网飞的原创节目推出了六款适合孩子的角色倒计时，包括海雀摇滚、护理熊、万岁国王朱利安、皮博迪先生和谢尔曼, 督察小工具和项目 mc2。移开，瑞安 · 西克莱斯特。 相关性 基于网飞消费者的洞察力，沉浸在为人父母的真相中，这场由公关领导的综合运动突破了混乱的假日媒体时间框架，为全球家庭创造了持久的记忆。洞察力、创造性和娱乐性 -- 所有合适的成分都值得一名网飞原创作品，同时提供与戛纳公关狮子相称的结果。 概要 每个人都知道网飞有令人印象深刻的原创节目阵容。艾美奖提名的节目如《纸牌屋》和《橙色是新的黑色》是流媒体服务的同义词。但是许多人没有意识到网飞也有一个令人印象深刻的面向所有年龄段的家庭和孩子的内容库。问题是，网飞如何将文化和媒体的聚光灯照耀在其各种儿童点播娱乐上，以引发与全球家庭的品牌对话？ 该团队试图揭示父母已经在使用网飞的洞察力,然后锚定一个想法，让 Netflix 品牌通过其面包和黄油内容闪耀。通过这项品牌活动，网飞开始实现以下目标: 将网飞定位为儿童和家庭空间的全球领导者。提高对令人印象深刻的儿童内容库的认识 执行 紧随圣诞节周末之后，网飞推出了双管齐下的战略第一阶段，通过传统媒体和该品牌拥有的渠道建立了知名度。与高度辛迪加网点的禁运故事上线。Netflix 拥有 525 名成员的全球博客网络流团队被激活。此外，一封电子邮件爆炸的目标是全球会员数据库中的父母。在第三天，第二阶段的努力转向社交和放大赚来的媒体。通过有针对性的有偿社会职位，增加了高层职位。有影响力的 vlogger 和 Vine 家庭发布了他们的孩子在 2016年与 Netflix 通话的视频。其他名人中的女演员朱迪 · 斯威汀在社交网站上分享了他们的网飞除夕派对。到 12月31日的晚餐时间，几周的准备变成了家庭唱歌的流露, 在午夜前很久，跳舞和倒计时到 2016年 -- 孩子们谁也不聪明 -- 激发了一个从悉尼到伦敦再到洛杉矶的共同文化时刻。
Netflix Helps Parents Celebrate New Year’s Eve On-demand
案例简介：Strategy Before kicking off the campaign, Netflix first needed to know, do parents want to celebrate New Year’s Eve before midnight? A third-party study of parents across the globe found the answer was a resounding yes. How celebrations unfold vary by region, but one sentiment rang true in all corners of the world -- parents are spending New Year’s Eve as a family (97%), and more than half of parents (58%) would jump at the chance to put the kids to bed before midnight.With the insight validated, Netflix identified December 28 as the ideal launch date, capitalizing on the slow news cycle between Christmas and New Year’s. In just four days, Netflix would create a surround sound effect for the story -- from pitch efforts and paid social to email blasts and celeb endorsement -- to ensure parents everywhere discovered a new alternative for New Year’s Eve. Outcome Netflix New Year’s Eve generated more than 2,100 stories and 1.4 billion earned media impressions globally, including three mentions on TODAY. Compared to the top 13 competitors in the kids programming space, Netflix NYE dominated the category’s top stories of 2015, driving 76% more media mentions than the second-largest story of the year, HBO’s acquisition of Sesame Street, and helped earn Netflix a 43% share of voice in the category in 2015 (source: TrendKite).By New Year’s Eve, so many people were talking about the story it trended on Facebook, and a SF Gate article had more than 47,000 shares. But nothing was better than seeing the views roll in on New Year’s Eve night. The six countdowns saw millions of views during the four days they were live on the service, with families from all corners of the globe celebrating New Year’s Eve on their terms. Campaign Description At its very core, Netflix is built on the power of choice; the ability to choose when and what to watch. So how do we make that choice more appealing to parents?Parents want to celebrate New Year’s Eve as a family, but they also want their kids in bed long before midnight on Dec. 31. Netflix harnessed this desire to celebrate the new year before the clock strikes twelve with on-demand countdowns based on kids’ favorite characters, letting parents make the final call on when to celebrate those famous 10 seconds. Kids choose how to celebrate, but parents choose when to say goodnight.Just four days before New Year’s Eve, Netflix unveiled six kid-friendly character countdowns based on Netflix original programming, including Puffin Rock, Care Bears, All Hail King Julien, Mr. Peabody and Sherman, Inspector Gadget and Project Mc2. Move over, Ryan Seacrest. Relevancy Based on a Netflix consumer insight and steeped in a parenting truth, this PR-led, integrated campaign broke through the cluttered holiday media time frame and created lasting memories for families around the globe. Insightful, inventive and entertaining - all the right ingredients to be worthy of a Netflix original while delivering results worthy of a Cannes PR Lion. Synopsis Everyone knows Netflix has an impressive lineup of original programming. Emmy-nominated shows like House of Cards and Orange Is the New Black are synonymous with the streaming service. But many people don’t realize that Netflix also has an impressive library of content for families and kids of all ages. The question is, how does Netflix shine a cultural and media spotlight on its variety of kids on-demand entertainment to spark brand conversations with families worldwide?The team looked to uncover an insight grounded in how parents are already using Netflix, then anchor on an idea that allowed the Netflix brand to shine through its bread and butter -- content. Through this brand campaign, Netflix set out to achieve the following objectives:Position Netflix as a global leader in the kids and family spaceBuild awareness of impressive kids’ content libraryDrive traffic to kids content on the service Execution Right on the heels of Christmas weekend, Netflix unleashed phase one of its two-pronged strategy, building awareness through traditional press and the brand’s owned channels. Embargoed stories with highly-syndicated outlets went live. The Stream Team, Netflix’s 525-member earned global blogger network, was activated. Plus, an email blast targeted parents in the global membership database. On Day 3, phase two efforts shifted to social and amplifying earned media. Top placements were amplified through targeted paid social posts. Influential vlogger and Vine families posted videos of their kids ringing in 2016 with Netflix. Actress Jodie Sweetin among other celebs shared their Netflix New Year’s Eve parties on social. By dinner time on Dec. 31, weeks of preparation turned into an outpouring of families singing, dancing and counting down to 2016 long before midnight -- kids none the wiser -- inspiring a shared cultural moment that ricocheted from Sydney to London to LA.
网飞帮助父母按需庆祝除夕
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Netflix Helps Parents Celebrate New Year’s Eve On-demand
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