The Challenge
Get Hulu to appeal more to college students.
The Strategy
Showcase Hulu’s unbeatable personalizable content by telling college students the specific content they would love based on the characteristics of their Hulu Starter Packs.
Insight
Starter pack memes are so accurate and hilarious. But what exactly are starter packs? They are a type of meme that went viral starting in 2015 and lives on to this day. They are a collage of photos, GIFs, text clips, screenshots, colors, and quotes that perfectly illustrate a particular identity, experience, subculture, or abstract concept.
Manifesto
Movie producers think film design is stunning, video game makers think video game design is stunning, car engineers think automobile design is stunning.
Here at Hulu, we think the design of personal expression is stunning.
Just like the original iconic starter pack memes, we believe everyone has their own starter pack. Their own theme. We use these already-existing personal starter packs to find the exact Hulu movies and original shows that know you better than you do.
Execution #1: Hulu Starter Pack Pop-Up Event With Hulu Ambassadors
Using photos, GIFs, text clips, screenshots, colors, and quotes that perfectly illustrate you, Hulu Ambassadors are trained to tell you exactly what Hulu content you would love. A way to get your starter pack in person.
Hashtag: #MyHuluStarterPackRuinedTV
Execution #2: Hulu Starter Pack Tab on Hulu Home Page
Right on the home page of Hulu.com, a way to get your starter pack digitally.
Execution #3: Hulu Starter Pack Youtube Collab Videos
Why It Works
Starter pack memes provide underlying characteristics of a person. These are insights that could help Hulu create the best bucket of content a college student never knew was available for them.
nicolebusot.com 
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