There’s Always Something Good On

The key insight behind our Summer 2016 Brand Campaign was that many Hulu subscribers churned in summer months because they didn’t think Hulu had anything worth watching, associating it only with seasonal broadcast TV. Additionally, many subscribers canceled because of summer vacation plans and a belief they wouldn’t use Hulu in Summer months. 

Given our goal to reduce summer churn, we positioned Hulu as a place where “There’s Always Something Good On” for everyone in the home even when on vacation. We created 3 spots, each featuring core audience segments watching Hulu through the summer and showcasing the breadth of premium movies, full seasons, and original series on Hulu.

Directed by Xander Strohm of Backyard and produced by Nathan Alexander at Hulu, we went for a naturalistic look, capturing real moments in real people’s lives to show how Hulu is just another member of the family. And you wouldn’t cancel a member of the family would you?

Winner – Silver ProMax Award Image Campaign 2016

ROLE: Hulu Creative Director, Executive Producer
AGENCY: Backyard
CLIENT: Hulu Brand
DATE: 2016 Summer