Hulu – Student Engagement Campaign

Posted bynicolebusotPosted inPortfolio

Objective

Help develop a campaign to increase Hulu’s appeal among college students by highlighting personalized content recommendations in a relatable and culturally relevant way.

Strategy

Insight: “Starter pack” memes are widely recognized among college students and reflect relatable identities, interests, and behaviors. These memes combine images, GIFs, text, and cultural references to represent specific personalities or experiences.

Strategic Idea: Use “Starter Pack” culture to showcase Hulu’s personalized content and help students discover shows tailored to their interests.

Campaign Concept: My Hulu Starter Pack – connecting individual personality traits with curated Hulu content recommendations.

My Role

I contributed to concept development, messaging, and creative executions across experiential, digital, and content channels. My involvement included assisting with campaign ideas, visual direction, and engagement-driven activations tailored to a college audience.

Execution #1: Hulu Starter Pack Pop-Up Event

Helped develop the concept for a campus pop-up experience featuring Hulu ambassadors who would create personalized “Starter Packs” for students. These packs used visuals, quotes, and cultural references to match students with Hulu content recommendations.

Impact: Created an interactive, in-person brand experience that increased engagement and introduced students to personalized Hulu content.

Execution #2: Hulu Starter Pack Homepage Feature

Supported the concept for a dedicated “Starter Pack” tab on the Hulu homepage, allowing users to receive curated recommendations based on their personality and preferences.

Intended Impact: Encourage content discovery and reinforce Hulu’s personalization capabilities.

Execution #3: YouTube Creator Collaborations

Contributed to YouTube collaboration concepts featuring creators building their own “Hulu Starter Packs” and sharing personalized content recommendations with their audiences.

Intended Impact: Expand reach among college-aged viewers and drive awareness through culturally relevant content.

Why It Works

Starter pack memes highlight relatable personality traits and interests, making them a natural fit for content personalization. This campaign used a familiar format to connect students with Hulu’s catalog in a fun, engaging way, supporting awareness and increased platform interest among college audiences.