On Hulu Original reality series “The Secret Lives of Mormon Wives” the scandalous world of a group of Mormon mom influencers implodes when they get caught amid a swinging scandal that makes international headlines. Now their sisterhood is shaken to its core. Faith, friendship, and reputation are all on the line. Will #MomTok will be able to survive and continue to give the rule book a run for its money, or will this group fall from grace?
Ahead of its premiere, Hulu Originals’ goal was to launch a social media campaign that would create excitement and buzz for “The Secret Lives of Mormon Wives.”
The series follows real-life TikTok creators, so we positioned the campaign around trending formats to reach our audiences authentically. One of the keys to the success of this social campaign was our partnership with talent. We created custom assets with them to support our major beats, like the date announcement, cast reveal, and trailer.
“The Secret Lives of Mormon Wives” quickly became Hulu’s most-watched unscripted season premiere of the year, besting even the most recent season of “The Kardashians.”
The Secret Lives of Mormon Wives gained the most new followers of all Season 1 Hulu shows in FY24. The title gained the #2 most new followers of all Hulu Originals in FY24, just trailing The Kardashians.
The Secret Lives of Mormon Wives was the #1 most engaged series of all S1 Hulu Originals in FY24.
The Secret Lives of Mormon Wives drove the #1 most comments of all S1 Hulu Originals in FY24.
TikTok Only:
The Secret Lives of Mormon Wives earned the #1 most TikTok views of all S1 Hulu Originals in FY24. The title ranked #2 amongst all Hulu Originals in calendar 2024, just trailing The Kardashians.
