You Know You Wanna Watch

In Winter 2015, we were briefed on a campaign to increase seasonal viewership of returning broadcast shows on Hulu for subscribers and drive acquisition of non-subscribers. Research provided a great insight, that viewers tended to watch “guilty-pleasure” content on Hulu during this time period and that competitors like HBO would be showcasing higher-brow fare. We differentiated with a campaign idea leaning in to the idea that after all the family shows you’ve watched during the holidays, what you really want to do is get back to watching YOUR shows, the shows that YOU love, that bring you all YOUR feels.

We created a series of clip-driven spots and multi-channel creative (tv, digital, social, print and SXSW out-of-home) with a graphic type treatment that paired the emotion of each show with iconic clips.

We approached the artist Bjorns for use of his new single “Electric Love” to carry the pop energy and emotion of the spots which helped drive up brand love metrics and raised his profile simultaneously. The campaign drove a significant lift in viewership.

ROLE: Hulu Creative Director, Campaign Strategy
CLIENT: Hulu Brand
DATE: 2015