Campaign details

Brand: Hulu
Agency: Courageous Studios/UM

Objectives

Our ultimate objective was to drive tune-in to season three of Hulu's The Handmaid's Tale. The campaign needed to deliver business results; subscriptions being critical, however, the brief called for cutting through culture to drive word of mouth, social conversations and ultimately positive brand health measures for Hulu.

Insight

SOCIAL CONVERSATION ABOUT WOMEN'S RIGHTS HAD LOST SOME MOMENTUM. WE NEEDED TO REIGNITE THE CONVERSATION TO DRIVE TUNE-IN TO THE HANDMAID'S TALE.

The Handmaid's Tale is a multi-Emmy-winning US drama set in a dystopian society that treats women as property. It is created by the streaming service Hulu.

Upon its initial release in 2017, the show was an immediate hit and its themes of gender injustice resonated with an American public eager for social change. This ethos was reflected in events like 2017's inaugural Women's March, the largest single-day protest in US history, which revealed the growing demand for equal rights.