Overview
Hulu partnered with Digital Media Management’s (DMM) to create a social media marketing campaign that intrigued and drew a mass online awareness about one of the streaming provider’s largest tentpole dramas, Nine Perfect Strangers.
Nine Perfect Strangers
Activating fans of Nicole Kidman, Melissa McCarthy, Regina Hall and the rest of the star-studded ensemble cast, to eventize weekly episode drops with thrilling content, and a robust rollout of platform and influencer initiatives.
Objectives
Our mission was aimed at sparking curiosity and inviting new audiences into the unexpected journey of Tranquillum House with the all-knowingly mysterious director Masha, played by Nicole Kidman. Our foundational strategy aimed at building a robust social rollout that chronicled the rogue emotions, intentions and consequences of each character arc. With our combined community management and influencer strategy, we sought to catch the attention of big-name celebrities, influencers, and industry brands to achieve collective acclaim.
As we pushed out content across our channels, it was vital for us to shine a light on each character to allow fans to follow their favorite Tranquillum guests’ journeys online and ignite new discussions. Our multifaceted influencer campaign also played an integral role in our platform management strategy as we regularly engaged with creators’ content, including wellness smoothie recipes inspired by the show. DMM also invited a handful of influencers to attend a Tranquillum House pop-up event in Los Angeles where they took their fans through a journey of yoga, meditation, smoothie tasting and wellness advice.
Results
Nine Perfect Strangers became the most-watched Hulu original ever on premiere day, as well as after five days on the service. Through partnering closely with Nicole Kidman, we were able to push Nine Perfect Strangers content to her 7.8 Million followers on Instagram, generating over 5 million combined views on video content and 2.9M Likes across all 9PS posts she shared. Additionally, throughout the show’s campaign, the influencer partnership team secured more than 200 pieces of content from creators.