MAP360 Digital Intern Project | Black Mirror Season 7
For my digital marketing internship at MAP360 Collective, I created a hypothetical digital campaign for one of their previous clients, Netflix. The campaign was structured such that each channel had a purpose and funneled to an actionable conversion despite being an awareness-centric campaign.
Video presentation displaying animations + videos
BLACK MIRROR S7
Created in partnership with Lauren. We used the tentative launch date of June 15 based on previous season 6 release date. I voluntarily created DOOH, Native, and CTV creatives.
100k was the allocated net budget.
We chose this target market because their interests align with black mirror.
Chose this market because they are more likely to resonate with the themes behind black mirror
Display of channel attribution flow and preview of channels
Reason for selecting Snapchat: Cheap CPM: $4-5 CPM
Created on Snapchat Ads Platform
Audience segments from Snapchat Ads Platform
Target 2x Summer Tech Events
Venues: Taxi Toppers, Outdoor digital billboards Airport and taxi + hotel + entertainment for travellers
Focus on digital displays outdoor and near venue and university
Mock DOOH
Optimally would like to do one retargeting ad set and one for general interest through contextual targeting
Audiencce segment used to target Netflix user/subscribers
Mock Native Ads(animated)
Mock Landing Article(animated). Click journey explained. Easter egg since MAP360 was working on Squid Game S2 at the time.
Reason of choice: Additional awareness reach to what native can't cover.
Have something measureable to showcase effectiveness by creating separate ad sets for wide-area targeting(usa) and DOOH targeted cities(ATL & SFO)
Mock Ads for homescreen(Left) and screensaver(right) ads
Forecasts made from known CPM and previous campaign CTRs Snapchat: 35k budget * $5 CPM = 7M impressions 1.23% CTR(from previous Snapchat campaign) DOOH | 15k (Vistar estimates) Native & CTV |10k+10k (StackAdapt forcast) Roku | 15k+15k ($15 CPM & CTR 2% Screensaver 0.9% for Homescreen)
Gross budget accounts for Agency Fee
Potential improvements: 1. Activation at the tech conferences 2. Partnership for digital activation(influencer channel takeover)