Hulu Original mystery-comedy series “Only Murders in the Building” follows three strangers with a shared interest in true crime podcasts who launch their own amateur investigation and podcast when a grisly murder takes place in their affluent Upper West Side apartment building. The trio continues to find themselves faced with suspicious murders that they set out to solve through their podcast.
Fans of Hulu’s mystery-comedy “Only Murders in the Building” are among the most engaged audiences of all Hulu Original series, and Hulu reaches them via TikTok, Instagram, Facebook, Threads, and X with dynamic posts, community management, behind-the-scenes content, and event coverage. The Hulu Originals’ social team wanted to up the ante for season three of the show and create a social campaign that felt so big it was impossible to ignore, exciting the super fans while intriguing new viewers, too.
“The Only Murders in the Building” season 3 social campaign centered around two major themes: the hashtag #WhoKilledBenGlenroy and the show’s all-star cast, which included series regulars Steve Martin, Martin Short, and Selena Gomez alongside Meryl Streep, Paul Rudd, Ashley Park, and Jesse Williams as suspects.
During the prelaunch phase, the team teased the question, “Who Killed Ben Glenroy?” (played by Paul Rudd) across platforms. The campaign capitalized on Paul Rudd’s performance by creating a video in memoriam of Ben’s life. From there, the campaign “framed” the cast as suspects, telling fans that anyone could be the killer.
Season three also featured several original songs, which were supported throughout the season with clips and fan engagement. For example, the audience loved Steve Martin’s performance for “Which of the Pickwick Triplets Did It” as well as Meryl Streep and Ashley Park’s “Look for the Light” duet.
The Hulu Originals social team brought fans exclusive content with hilarious and unexpected moments like the legendary Meryl Streep's casting reveal. Memes, character bios, fashion highlights, standout moments in the show, on-set behind-the-scenes content, and sneak peeks generated millions of views.
The social campaign was a massive success, leading to Hulu’s most-viewed finale for 2023. Throughout the season, the show gained more than 184,000 new followers across social channels, putting the series at more than 1 million followers. The campaign also delivered more than 750 million impressions and 251 million video views.
The single announcement of Streep's casting drew in 52 million views in just 24 hours.
