In the weeks leading up to the return of Grey’s Anatomy on ABC (Season 20 premiere), Hulu acquired the back-catalog including all previous seasons of the show. Every episode was now available to stream on Hulu. The objective was to drive awareness of all seasons on Hulu as well as increase brand linkage.
Our Grey's Anatomy campaign was a hugely collaborative effort across Hulu and ABC Marketing teams. Our strategy was to tap into fan nostalgia for early seasons by leaning into legacy characters, iconic moments and memorable quotes that are seared into the cultural zeitgeist in our marketing messaging. We launched a fully integrated 360 degree marketing campaign across Paid Media, Synergy, On-Channel, Organic Social, Publicity, Influencers and more. .
We worked with creators to develop authentic celebration content, and leveraged iconic show clips alongside a distinctive hero image of the cast on our signature Hulu green couch to drive consistent brand recognition across all touchpoints.
· Hulu saw a jump 301% jump in new Hulu social fans.
· 502K total engagements
· Influencer campaign generated 6.4M+ organic views and 205K+ total engagements
· Paid support brought 68M+ impressions and 74M+ views
· 5,467 new Hulu sign-ups -- the highest of any title influencer campaign to date
