Hulu has the drama you want. To maximize social engagement and tune-in, while reinforcing Hulu as the go-to destination for the drama genre, Hulu blurred the line between everyday drama and the drama audiences actually want. Through a two-part TikTok experience, five creators- pop culture and comedy enthusiasts - took viewers from relatable moments into the heightened worlds of Hulu’s most iconic titles, sparking conversation, nostalgia, and new viewer curiosity along the way.
A two-part video ad was one of the pillars of the campaign, and utilized the individual personalities of the influencers, their dynamics, and chemistry with one another to underscore the idea that life might be filled with drama, but Hulu has the drama you actually want. Social media influencers Jonathon Johnson, Casey Winbush, Scott Kress, and Leenda Dong discussed what to watch, spilling the tea, and sharing in a kiki about each other's dramatic lives, before getting sucked into the world of the hit drama shows on Hulu that they're big fans of.
The five creators posted the same TikTok: a high-energy, collaborative video that brought their distinct everyday dramas together in one shared, entertaining moment centered on what to watch on Hulu. With so many options to choose from, their spirited debate quickly spirals as their own drama unfolds. As things get hilariously out of hand, the creators come to one clear realization: the best way to escape their own drama is to dive into the drama on Hulu. This moment seamlessly set the stage for the bold finale—the Digital Short.
The continuation was released on Hulu’s TikTok. Picking up where Part 1 left off, the video transported our creators directly into iconic scenes from Hulu’s top drama titles—connecting viewers to their favorite series through creators they know and love. This final moment reconnected fans with their favorite shows, inspired new viewers to tune in, and solidified Hulu as the home for the drama audiences actually want.
The campaign targeted demographics who enjoyed drama, romcoms, and were frequent users of social media and popular trends. The influencer partners were able to spread Hulu's video campaign to each of their fanbases to maximize viewership and ensure that as many members of the demographic were informed of the dramatic offerings on the service as possible. Humor, familiar and friendly faces, and the appreciation of both fictional and real-life drama all played significant parts in the attractive quality of the ads. The influencer and audience desire for gossip, drama, and levity built a landscape for Hulu's team to build on, creating an ad that ultimately immerses the influencers into the tense, evocative worlds of 'Grey's Anatomy', '9-1-1', 'Nine Perfect Strangers', and more. Each series has a home on Hulu and is beloved by countless fans, and is offered to audiences as one of many options for their drama fix.
The two-part video stunt ensured audiences would be eager for more, looking for the follow-up second half.
The videos delivered a scroll-stopping moment that reignited fan love for familiar shows and inspired new viewers to tune in. Influencer partnerships delivered engagement, boosted tune-in, and generated positive audience sentiment around Hulu’s drama slate.
