Hulu’s Back in the Groove

Driving excitement and awareness for the launch of Hulu's first-ever dating show, while activating fans of existing reality franchises through a bespoke organic social campaign.


Hulu partnered with DMM to help introduce audiences to their newest reality addiction, Back in the Groove, through an eye-catching creative campaign and flirtatious social presence.



From the very start of the campaign, DMM’s strategy, creative, and platform teams hit the ground running to gear up for Back in the Groove’s four-night premiere event. Our social creative strategy included buzzy introductions, gamified content, and meme-formats, all designed to help propel the show into the pop culture zeitgeist. We also leveraged talent for a must-see Instagram live, as well as several custom pieces featuring Pedro, the show’s beloved concierge. 

Our social persona welcomed audiences to The Groove Hotel where the show takes place, acting as their social concierge with a voice and tone that was a blend of always-accommodating with a dash of inimitable sass, humor and relatability. Similar to visiting an IRL concierge desk, we positioned our handles as the go-to information hub and encouraged audiences to live their best lives right alongside the series’ fierce women.


DMM produced over 100 creative pieces that highlighted everything that makes this show so special — a perfect combination of humor, sex appeal and female empowerment. We organically reached over 200k social users and in the first 3 weeks after launch, our social following achieved nearly 200% organic growth, proving fans were ready to escape with us to the tropics and find their groove.


facebook instagram twitter

Follower Growth
facebook instagram twitter