While working on the brand strategy for Hulu and researching what made their core audience unique, we found out that they didn’t just watch TV, they obsessed over it. These were not casual, single serving viewers. They were genre-spanning TV guzzlers who weren’t afraid to polish off a season in a sitting.
Hulu’s wide breadth & depth of content across genres, networks & decades catered to the most devoted of watchers, who spent more hours watching TV than any other audience. The ones who didn’t just buy into fan conspiracy theories, but created them. The ones who felt the pain of reality TV breakups like they were own. The ones who went through their day with earplugs in to avoid Handmaid’s Tale spoilers or screamed “I’ve got a text!” in a British accent every time their phones went off during Love Island UK.
We researched the category & consumer, developed & delivered the brief, created a library of “obsessive” behaviors similar to the above, and worked alongside creative teams for the first few rounds of creative. The Anomaly team took it from there through final execution and production, and the campaign kicked off in July 2022 with “Hulu Motel: Check into Your Obsessions”.
