Hulu: The Laws of Gilead – The Handmaid's Tale

Hulu, the American subscription video service, promoted its TV show The Handmaid's Tale by by listening to social conversation and creating a campaign that resonated with activists and women in America.

Campaign details

Brand: HuluAgencies: UM, Civic Entertainment, ArsenolCountry: United States

Campaign Summary

By listening to social conversation, Hulu was able to create a campaign that resonated with American activists and women, at a time of renewed women's activism evidenced by the January 2017 Women's March. The custom content campaign for The Handmaid's Tale, a multi-episode TV show based on Margaret Atwood's 1985 dystopian novel, turned it into a breakout show that solidified Hulu's position as a premium content producer.

The Handmaid's Tale is about a dystopian near-future United States, renamed Gilead, where a religious fundamentalist...

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