Hulu: Sellouts X NBA

Hulu, a television network, promoted its live TV feature among its US audience by enlisting NBA stars in an honest influencer campaign that told viewers how they were paid to tell them that Hulu showed live sports.

Campaign details

Brand: HuluAgency: Big Family TableCountry: United States

Objectives

Hulu has been a major player in Subscription Video-on Demand (SVOD) for a decade, but almost two years after launching Hulu + Live TV, its growth had stagnated. This wasn't good, because Regular Season Sports Fans (RSSF) drive more ad revenue than the average subscriber. But uncertainty about how to get their live sports in alternate ways kept them clinging to cable. In fact, 59% of them admit to confusion over the options for cord-cutting. Among our identified universe of prospects, they were the least...

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