digital campaign strategy, By Michael Bodey - 30th
has relied on its first digital-only campaign
for its launch this week in Australia.
US internet broadcaster will bypass traditional advertising
and marketing expenditure in print, television, radio
or outdoor media to utilise a campaign with 100 per
cent digital marketing.
is the first time the company has launched in a territory
in such a way, bypassing traditional media
marketing platforms, and The Australian understands
it is being treated by the company as something of
Australian communications agency, Pulse, said the
company did not comment on its marketing activity.
is understood the digital-only advertising strategy
relies on the stickiness of new subscribers
to the streaming broadcaster. Recent experience shows
consumers signing up to Netflix through digital messaging
have tended to be more reliable and longer-term than
those reaching Netflix through other marketing channels.
Also implicit in the strategy is the belief the broader
Australian market, which can be accessed through mass
media, is not yet ready for, or aware of, internet
television as a medium.
vice-president of product innovation, Todd Yellin,
said the company heavily researched consumer attitudes
in Australia and besides the early adopters
and technophiles, people have a vague idea of how
it works and for some people it does feel daunting.
Australian consumers are aware of Netflix as a brand,
with varying industry speculation suggesting brand
awareness of Netflix among Australians is as high
as 60 per cent. A recent Venture Consulting research
report in which more than 4000 online Australians
were surveyed showed 32 per cent awareness of Netflix.
(The competing SVOD joint venture of Fairfax Media
and Nine Entertainment, Stan, had 25 per cent awareness,
which is also quite high for a new brand).
reports author, Phil Codrington, senior manager
at Venture Consulting, said that level of brand awareness
before launch and without marketing was amazing.
education of the Australian market about the SVOD
platform is crucial. Netflix has found ready unofficial
partners in Australian media hyping the new brands
launch and, ironically, reaping the rewards with higher
digital traffic for any piece about Netflix. The US
company, which is not domiciled in Australia and will
not have an office here, is also relying on its local
ISP partners, such as Optus, iiNet and Fetch TV, to
do much of the heavy lifting. Both Optus and iiNet
have followed more traditional marketing strategies,
with Optus using a major outdoor campaign to spruik
its free streaming of the Netflix service and a TV
campaign featuring comedian Ricky Gervais.
campaign for its quota-free Netflix offer features
a TV featuring its face of the brand,
Finn, with square eyes from watching too much TV.
is expected to make its first comments about the Australia
and New Zealand launch at its next earnings announcement
next week although the first month of trial for new
subscribers is free. Competitor Stan, which launched
on Australia Day, has also done much work educating
the market about the SVOD platform, with major marketing
featuring comedian Rebel Wilson on the Nine network,
in Fairfax papers and in outdoor.
The Australian understands Stans most successful
days for new subscribers have been days in which Fairfax
tabloid newspapers such as the Sydney Morning Herald
have featured wraparound advertisements.