Overview
Hulu partnered with Digital Media Management to activate LA-based influencers to help promote its highly anticipated new series, Little Fires Everywhere, by inviting them to an exclusive trailer screening party at the historic Ross House.
Little Fires Everywhere Influencer Campaign
Activating entertainment influencers and fans of the Celeste Ng novel to create buzz and excitement for Hulu’s streaming adaptation of the book.
Strategy
DMM leveraged its powerful affinity platform Creator Lab to identify a targeted group of entertainment-focused creators that were authentic fans of the YA book, as well as the show’s stars Reese Witherspoon and Kerry Washington, to participate in this exciting experiential event. We posted an opportunity on the platform to gauge interest from qualified creators. Of the 28 that contacted us with interest, Hulu extended invitations to seven mid to top-tier influencers to attend a trailer screening event for the series, where they and their guests also enjoyed a champagne brunch, interactions with the book’s author, and the show’s creator and talent, and plenty of photo opps with breathtaking views. Attendees were encouraged, but not contracted, to build awareness of the series by documenting their experience on their social channels using the show’s official @tag and #tag.
Results
Though the attendees were not contracted to post content, their organic excitement for the show and the beautiful location inspired them to produce a collective 54 pieces of earned branded content: 59 IG story frames and four in-feed posts.
In addition, four of the seven participants also promoted the show on its premiere date, generating five additional earned IG story frames.
Candy Washington @candywashington
L I T T L E • F I R E S • E V E R Y W H E R E • 🔥• We all have secrets. What’s yours? • Get ready to fire it up with breathtaking performances by @reesewitherspoon and @kerrywashington in @littlefireshulu on March 18th on @hulu. • #littlefireseverywhere @creatorlab @wearedmm
Thank you @littlefireshulu @hulu for this beautiful brunch reception. I’m already getting so much inspiration from the author Celeste and the book. Can’t miss the show in March! #littlefireseverywhere #huluoriginal
Such a pleasure to add @pronounced_ing #littlefireseverywhere to my book club. So excited for the premiere of this thriller that explores the weight of keeping secrets, the nature of identifying oneself, and the ferocious pull of motherhood. Thank you @hulu & @littlefireshulu for having us today. #huluoriginal #huluoriginal #huluseries #reesewitherspoonbookclub #reesewitherspoon #kerrywashington #littlefireseverywherebook #bookclubsofinstagram #hulubooktoscreen #hulu #huluevent #huluevents #screening #celestng
What a beautiful brunch and trailer viewing reception for the @littlefireshulu show coming up in March! I am so happy I got to meet the writer @pronounced_ing – a darling inspiration! Can’t wait for the upcoming @hulu show starring my two favorites @kerrywashington & @reesewitherspoon 💓. The trailer looked amazing! Exciting suspense paired with a beautiful story. #littlefireseverywhere #hulupartner
7
Influencers
54
IG Story Frames
4
In-feed Posts