Normal People Influencer Campaign

Driving tune-in and broad awareness of Hulu's universally acclaimed show, Normal People, a modern love story based on The New York Times best-selling novel.

Overview

Hulu partnered with Digital Media Management on an influencer campaign to drive awareness of and tune-in to Normal People by engaging entertainment and lifestyle influencers to participate in a live Twitter Watch Party.

hulu

Strategy

DMM used its powerful affinity platform ‘Creator Lab’ to create, promote, and execute this campaign. Through an opportunity posted to the platform, the team targeted and identified influencers with 100k+ followers on Twitter or Instagram who were fans of the Sally Rooney novel, Hulu originals and the romance genre. Six influencers were contracted to post Instagram and Twitter content that incorporated a branded hashtag (#NormalPeople) and encouraged their audiences to join the live Twitter Watch Party.

Results

The campaign resulted in 84 pieces of branded content, 1.93M impressions, 78.1k engagements and an overall engagement rate of 4.05%.

Chris Han (@chrishanxoxo)

A new show for your wild time at home? If you like love stories, you don’t wanna miss @normalpeoplehulu premiere on @Hulu today. This show is a TV-adaption of Sally Rooney’s popular book Normal People. The intimacy and emotion between Marianne and Connell just stole my heart. The story happens in Ireland where I have been wanting to visit. This look is inspired by Marianne, a passionate and edgy loner. So obsessed with all the characters and stories. Watch it on Hulu today. #ad #normalpeople

Jessica Nickson (@thejessicanickson)

Curling up on the couch today with my guy to binge @Hulu’s new show Normal People. You can chat with us during the Twitter Live Watch Party at 5PM CT!
@normalpeoplehulu #NormalPeople #ad

1.93M
Impressions
78.1k
Engagements
4.05%
Engagement Rate

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