First Name:
Malia
Last Name:
Campbell
Major Department:
Advertising/Spanish
Thesis Director:
Roger Bodo
Date of Thesis:
May 2009
This Honors Project consists of an integrated advertising campaign for Netflix that targets the Hispanic population of the United States. The project was written in the format of an advertising plansbook. Plansbooks are created by advertising agencies before a campaign begins so that the client is able to see the agency’s research, advertising strategies, and proposed product positioning. By researching Netflix’s previous business models, analyzing Hispanic consumer behavior and demographics, and conducting qualitative surveys, an integrated advertising campaign was created for Netflix. The main objectives of the campaign were to increase Netflix’s Hispanic subscriber base from thirteen percent to twenty five percent in one year and to show Hispanic consumers that Netflix is an affordable and convenient way of spending time with their families. The campaign will be successful because media outlets were strategically chosen, the product positioning was based on in-depth consumer research, and the message strategy was designed to effectively target a broad Hispanic audience.