Overview
Hulu teamed up with Digital Media Management (DMM) on an influencer campaign to generate optimum awareness and sales of the limited-edition Hulu Has Live Sports jerseys produced and sold by top-tier brand Mitchell & Ness.
Hulu Jersey Influencer Campaign
Activating streetwear enthusiasts to build hype around and drive sales of limited-edition jerseys.
Strategy
DMM identified four influencers who were sneakerheads, fans of sports, streetwear enthusiasts and had a history of selling products on their channels to create and share original content with the goal of driving awareness, conversations and sales of the limited-edition jerseys.
Each influencer received a complimentary jersey and unique promo code to feature in three consecutive posts across Instagram, Instagram Stories and Twitter. Influencers included links to purchase the jerseys in their content and channel bios to encourage sales.
The team amplified the influencers’ Instagram posts through paid media to optimize reach and target other streetwear enthusiasts and jersey collectors.
Results
Four influencers, with a combined follower count of 1.37M+, posted 17 pieces of content resulting in 329K+ organic impressions, 26K+ organic engagements (inclusive of 316 link clicks) and an impressive 8.1% organic engagement rate.
The paid media amplification of this content resulted in an additional 837K+ impressions, 18.6K+ engagements and 7.3K+ link clicks.
Sorry Dee & Nacho…step yo’ influencer game up! 😂 Thanks for the jersey @hulu x @mitchellandness! Use my code TYREEHULUMN20 for 20% off on your own limited edition #huluhaslivesports jersey at hulu.tv/jerseys #ad
Picking my limited edition jersey was easy thanks to @hulu & @mitchellandness… but choosing my sneakers, well that’s a different problem. HELP ME – which shoes should i rock? + make sure you go cop your limited edition #huluhaslivesports jersey while you can at hulu.tv/jerseys & use my code KAYCEKHULUMN20 for a discount #ad
You can’t control how well your team does, but you can control how you watch them! @hulu #HuluHasLiveSports so you can watch your squad anywhere! Not only that, you can tell the whole world the BEST way to watch sports with the ultra limited “Hulu Has Live Sports” @mitchellandness Jerseys! (Black or Green) Available Here: hulu.tv/Jerseys Grab one before they’re gone! Use Code SETHFHULUMN20 for 20% Off! #ad
Selling out in style. This limited edition @Hulu x @MitchellAndNess jersey is available right now in black & green at hulu.tv/jerseys. Get yours now before they’re gone and use the code DENNISTHULUMN20 for 20% off site wide. Thanks to Hulu you can now watch your favorite sports at home or on the go. Let us know what teams you’ll be watching in style in the comments below. #ad #huluhaslivesports
1.1M+
Total Impressions
44.6K+
Total Engagements
8.1%
Organic Engagement Rate