Advertising Case Studies
bingjieyu9
MKT211casestudy1.docxRunning head: CASE STUDY OF NETFLIX 1
CASE STUDY OF NETFLIX 10
Case Study of Netflix
Student name: Bingjie Yu
Professor name: Dr. Stanley Weinstein
Course: MKT211-A
Date of submission: 2/27/2020
1. Advertising Category: Entertainment
Name of the Brand Chosen: Netflix
Commercial: https://www.youtube.com/watch?v=EE1qHw2ZY0o
Print Advertising:
Social profiles:
Official Website: https://www.netflix.com/
Facebook:https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=2ahUKEwjAl6K9l_HnAhV0lFwKHTBYBpsQFjAAegQIAhAB&url=https%3A%2F%2Fwww.facebook.com%2Fnetflix%2F&usg=AOvVaw3dFPS3AIEAxMbBp_Cz4NIh
Twitter: https://twitter.com/netflix?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauth
Instagram:https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=2ahUKEwja9byHl_HnAhUFYsAKHU5OD7IQFjAAegQICBAC&url=https%3A%2F%2Fwww.instagram.com%2Fnetflix%2F%3Fhl%3Den&usg=AOvVaw1QJHBKPpbZV5FxqhXfHopC
Pinterest:https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=2ahUKEwjR8e-Xl_HnAhUTi1wKHQYLA68QFjAAegQIAxAB&url=https%3A%2F%2Fwww.pinterest.com%2Fnetflix%2F&usg=AOvVaw38jndaROI2efChPnBrCYUW
Tumblr:https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=17&cad=rja&uact=8&ved=2ahUKEwj3-ryll_HnAhXDiFwKHUZlBrQQFjAQegQICBAC&url=https%3A%2F%2Fwww.tumblr.com%2Ftagged%2Fnetflix&usg=AOvVaw00qbDzS_FyjbVNtt3ZxT4Z
YouTube:https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=2ahUKEwiFyO60l_HnAhXCnFwKHTP5CJMQFjAAegQIBBAC&url=https%3A%2F%2Fwww.youtube.com%2Fuser%2FNewOnNetflix&usg=AOvVaw34hB0M96Szn7PIFmbLFIFG
2. Purpose of the Advertising
Netflix wants to convey the message that the consumers do not have to wait for movies and entertainment while they can get it immediately on Netflix. As the commercial says “why wait in line for movies while you can bring the entertainment to you and live it while you watch it, why watch it when you can live it.” Netflix brings out the immediacy and quality of their movies to attract the customers. The purpose of the advertising is to attract more viewers and lovers of movies to use Netflix. The phrase “Now only $8 a month with unlimited streaming” and the words “Free Trial” in their commercial intend to inform the users as well as potential customers of their new prices in the market and the Free Trial incentive that they offer to their new customers.
3. Creative Strategy/Brief
From the Netflix ads, I feel the reality that watching Netflix movies would bring to the customer. The quick access to particular movies and videos at any time, place and from any device.
The commercial is about a movie scene where soldiers are approaching a target in a forest. They advance forward to the target ready to attack in what seems to the viewer as a reality and he is the target. the viewer who is relaxed on a chair eating popcorn then realizes that he is just watching a movie and it is not reality. This shows that the man is so immersed in watching Netflix movies which sound like a reality to him.
In the commercial, Netflix uses an interesting movie scene where soldiers and snipers are on an operation in a forested area and they are actually ready to attack the target. This gives the viewer a captive interest in the events on the advertisement and they are eager to see what happens next. The advertisement also recreates a movie seen outdoors with the viewer in the advertisement such that he is approached by soldiers. The next scene is that the viewer is in the house and he is watching Television and looks behind thinking the soldiers are around him only to realize it is just a movie. This creates an impression that the person was experiencing the movie as a reality and captures the attention of the customers.
The commercial then brings the price soon after this scene. This is to tell the customer that they can have a similar experience on Netflix at only $8 a month. It also captures the attention of new customers with the words “Free Trial” that follow. Most new customers would therefore be keen to look out for the free trial and give Netflix a try.
They also use the words “why wait in line for movies while you can bring the entertainment to you and live it while you watch it, why watch it when you can live it.” This is a motivational factor for the movie fans who have not yet started using Netflix. Waiting in line here is supposed to mean waiting for movies to be released or be broadcasted on daily Television shows when one can subscribe and get an unlimited access to all the movies that they want. The words “now only $8 with unlimited streaming” indicate to the viewer that they can get unlimited videos and movies on Netflix at only $8. The free trial also encourages customers to analyze the services offered by Netflix before they subscribe. They also include an interesting movie sound to capture the attention of the viewer.
The brand is seeking to address the problem of consumer awareness. By providing their prices in the advertisement and availability of the free trial of their services, they wish to reach more potential customers who do not know their current pricing on these products and the free trial offer. The brand is trying to reach movie and entertainment enthusiasts who would like to watch their movies without waiting for Television broadcasting. The key consumer benefits include free access to the Netflix movies, unlimited access on the premium version and easy accessibility. Netflix delivers these benefits.
4. Competitive
Name of the Brand Chosen: Hulu
Commercial: https://www.youtube.com/watch?v=6Ed61xjrZx8
Print Advertising:
Social Profiles:
Official Website:
The competitor is Hulu. In the commercial, Tom Brady, a famous American football player is featured. He says “Hulu doesn’t just have live sports, according to the script pages, Hulu also is your favorite cable channel plus the greatest shows, movies and originals of all time, so it is time to say goodbye to TV as you know it, but me? I am not going anywhere.
The similarity between the two adverts is the music in the videos that is very captive to the audience. They both use the idea of stopping to watch movies and entertainment from Television broadcasting and using their entertainment services. They also use captive words to capture the attention of the customers.
The notable difference between the two ads is that Hulu uses a celebrity in American football to perform the advertisement. Netflix on the other hand uses a movie section and a watcher. Hulu also uses sports as a curtain raiser in the advertisement by using a sports icon, and a stadium in the advertisement. The advert then follows these with the movie and shows. Unlike Netflix, the stadium in Hulu commercial is also filled with the words Hulu all around which capture the attention of the customers. Unlike Hulu, Netflix includes their monthly costs and a free trial in their commercial.
Hulu targets the sports fans in addition to movie enthusiasts and entertainment seekers. Netflix is basically about movies and entertainments. I therefore feel Hulu is trying to compete with Netflix by adding sports on their channels.
5. Media Strategy
Netflix mostly uses social media for their marketing strategies. They provide not only the entertainment content offered in their brand but also humor and modern technology like drones which make them spend less on advertisement while maintaining an increasing number of fans. Hulu on the other hand uses social media accounts in addition to other media like Gmail, Hotmail and Myspace to promote their content.
6. Digital/Social Media
Netflix uses social media accounts for marketing their newly released episodes. They release information that is parallel to the show’s plot in order to maintain a consistent flow of fans during premier and after. They have more than 23 million fans on Facebook, and several regional twitter accounts to which Netflix US Twitter account leads with 2.03 followers. Geotargeting is used on the Facebook accounts that helps them offer only the most relevant information to their customers. Hulu has a social networking tool on their videos that lets the watchers recommend the videos to their friends. Users can invite friends on their twitter and Facebook accounts. They can also comment on other user accounts. By using these strategies, they are able to appeal to more customers in this way.
References
Dilworth, D. (2019). Hulu gets social. Retrieved from: https://www.dmnews.com/marketing channels/social/news/13063219/hulu-gets-social
Hulu. (2020). Tom Brady's Big Announcement Hulu Commercial. Retrieved from: https://www.youtube.com/watch?v=6Ed61xjrZx8
Netflix. (2011). Netflix commercial. Retrieved from: https://www.youtube.com/watch?v=EE1qHw2ZY0o
Sidiqqi, M. (2019). The Complete Guide to Netflix’s Marketing Strategies. Retrieved from: https://medium.com/better-marketing/netflix-marketing-strategies-8c6623fb1741
