CMGt 549 Team

marketing project
Malvika Bhuta, Samantha Gee,
Roxanne Hipolito, Isa Jimenez,
and Molly Leimbach

5/9/2022
 Table of contents
01 02
the issue the challenges and
opportunities
03 04
Expand your Execution
thinking/the most
impactful solutions
1. The issue
Increase subscriber
count to 100 million
on HBO & HBO Max
HBO & HBO Max subscriber count
 Competitors

Streaming Service Global subscribers

Netflix 221.8M
Prime Video 200M
Disney+ 129.8M
Number of streaming services each
generation subscribes to
Number of hours each generation
streams video
 7% Disney+
7% Hbo max

11% Prime Video

44% Netflix
11% HulU
Streaming services
millennials
19% Youtube tv subscribe to
2. EXPLORE THE
CHALLENGES &
OPPORTUNITIES
Who also subscribes to HBO Max?
In the us
20% of Netflix subscribers 35.7 M

80% of Peacock Premium subscribers 22.4 M

32% of Hulu subscribers 14.5 M

27% of Prime Video subscribers 14.4 M

31% of Disney+ subscribers

13.3 M
Millennials are key
MILLENNIALS’ kids = Gen alpha

< age 12
MILLENNIALS’ kids = Gen alpha
Brand awareness 85%
BUZZ 24%
 “Remember when…”

…Saturday was cartoons. …summer was fun.

…life was simple. …you were a kid.

 Target audience
Millennials with families

Challenge
Get millennials to buy another subscription

Opportunity
Appeal to families by tapping into the nostalgia of
watching Saturday cartoons with kids
3. EXPAND YOUR THINKING

-Get creative on your approach

-include diverse opinions
 TV Commercials: nba x space jam

● Why aren’t we doing them?

○ Target Audience
○ Who’s watching the NBA/ ESPN?
Joanna Gaines meet and greet

● Cooking meet and greet

with Joanna Gaines

● Focused on the parents

and children would not
be as interested
 Summer Plan
Our big idea… it’s SUMMER! The kids are home from school so parents need
something to do with them.

That’s where our strategy kicks in.

Why?

This is a great opportunity to target millennials with children during the

Summer months.
3. Identify the Most Impactful Solution
1. Awareness/Broad Audience

2. Interest/Consideration

3. Conversion/
Involvement
 1. Awareness/Broad Audience
Influencers and Youtube ads

Joanna Gaines Dwayne Johnson Ryan’s World Youtube ads

DIY Project Watch cartoons with Mystery Party with Target millennial
his daughters Scooby Doo crew parents and children
 2. Interest/Consideration
Billboards, Traditional, and Digital

Billboards Commercials Emails

● Metropolitan areas ● AMC and Regal ● Send to current and
(LA, NY, & Chicago) Cinemas movie new subscribers
theaters
 3. Conversion/Involvement
Roblox

Characters Opportunity HBO Store

Customization Roblox has 43.2 million Create and buy your
daily active users worldwide own HBO avatar
3. Conversion/Involvement
Events

QR Code Marketing

Where?

Screens, billboards, posters,

youtube ads, and activations
 Conversion/Involvement
Events

“Instagrammable” Moments #MysteryMachineMonday

 3. Conversion/Involvement
Social Media

TIkTok Instagram
10 lucky winners will get 4 Bake with Joanna Gaines
tickets to see the Harlem and share the recipe with the
Globetrotters family

#HBORememberWhen #HBORememberWhen
4. execution
 strategy
Sprint planning
Content calendar from
May 2022 to August
2022 Measurement
Metrics against which
campaign efficiency
benchmarks will be tracked
Timeline for
performance tracking
 May 2022
15th - international family day 30th -MEMORIAL day

DIY project with Ryan’s World Scooby

Joanna Gaines Doo Clue Hunt

27th - Top Gun: Maverick

HBO Max
advertisements at
AMC and Regal
Cinemas before the
Top Gun movie
 JUNE 2022
10th: JURASSIC WORLD DOMINION 19th: FATHERS DAY
HBO Max advertisements Host a YouTube watch
at AMC and Regal party with Dwayne
Cinemas before the Johnson and his
Jurassic World Dominion daughters streaming
movie HBO Max cartoons

17th: LIGHTYEAR
HBO Max
advertisements at AMC
and Regal Cinemas
before the Lightyear
movie
 JULY 2022
8th: THOR LOVE AND THUNDER
HBO Max
advertisements at
Social media posts Social media posts with Social media AMC and Regal
for “Sesame Street” Dwayne Johnson and his posts showcasing Cinemas before the
daughter talking about their best kids and
favorite HBO Max cartoons family movies on
Thor movie
4th: INDEPENDENCE DAY
7TH: NATIONAL FATHER DAUGHTER TAKE HBO Max
A WALK DAY
24th: NATIONAL PARENTS day
JULY 8, 2022: national video game day
Virtual Pop-Up
Store for HBO
Max

Cartoon
character
customizations
 AUGUST 2022
9th: WOMEN'S DAY
7th: AMERICAN FAMILY DAY 24TH: KOBE BRYANT DAY
Social media posts for
female driven shows on
HBO Max
Bake with Joanna Gaines 10 lucky winners will get 4
and share the recipe with tickets to see the Harlem
the family Globetrotters
measurement
 Overall hbo max website traffic

Total VISITS

uniQue visits

PAGE VIEWS
TRAFFIC BY SOURCE
● Organic Search
● Direct visitors
● Referrals
● Social
DIGITAL MARKETING
● Impressions
● Social Reach
● Social Engagement
○ Clicks
○ Shares
○ Likes
○ Retweets
○ Comments

● Email open rate

 PERFORMANCE REVIEW SCHEDULE
May 15 to May 31 Jun 16 to Jun 30 July 16 to July 31 Aug 16 to Aug 31

Jun 1 to Jun 15 July 1 to July 15 Aug 1 to Aug 15

 References
● Maglio, Tony. “Who Is Winning the Streaming Wars? Subscribers by the Numbers.” IndieWire, IndieWire, 31
Mar. 2022,
https://www.indiewire.com/2022/03/how-many-subscribers-netflix-disney-plus-peacock-amazon-prime-vid
eo-1234705515/.
● “Millennial Parents Pursuing Personal Passions.” Google, Google,
https://www.thinkwithgoogle.com/marketing-strategies/video/millennial-parent-statistics/.
● Perennial Millennials: Pay TV under Threat? - L.E.K. Consulting.
https://www.lek.com/sites/default/files/insights/pdf-attachments/Perennial_Millennials_Pay_TV_Under_Thr
eat_Millennials_Media_Consumption_Habits.pdf.
● “Roblox Reports August 2021 Key Metrics.” Roblox,
https://ir.roblox.com/news/news-details/2021/Roblox-Reports-August-2021-Key-Metrics/default.aspx#:~:text
=%2D%2D(BUSINESS%20WIRE)%2D%2D%20Roblox,its%20August%202021%20key%20metrics.&text=Daily%
20active%20users%20(DAU)%20were,million%20DAUs%20in%20July%202021.
● Roper, W. (May 28, 2020). Millennials Redefine U.S. Households [Digital image].
https://www-statista-com.libproxy2.usc.edu/chart/21861/millenials-in-america/
● Statista. (2021, January). Share of subscription video-on-demand (SVOD) subscribers who also subscribe to
other services in the United States as of December 2020, by service. Reelgood. [Chart]. In Statista.
● Statista. (2017, August 30). Share of children with Millennial parents in the United States in 2014, by age of
child [Graph]. In Statista.
https://www-statista-com.libproxy2.usc.edu/statistics/743045/share-of-children-with-millennial-parents-us/
● Statista. (2022, April 27). HBO brand awareness, usage, popularity, loyalty, and buzz among
video-on-demand users in the United States in 2022 [Graph]. In Statista.
https://www-statista-com.libproxy2.usc.edu/forecasts/1305024/hbo-video-on-demand-brand-profile-in-the-
united-states
Thanks!