This year The Mindy Project celebrated its 100th episode. Hulu, in partnership with GLOW, aimed to raise awareness and engage with die-hard fans by connecting with them around the iconically Mindy moments they love and bring the Mindy Project brand into fan-led conversations that were already happening around the show.
The Mindy Project 100th episode campaign kicked off with a brand new creative look and feel that leans into the iconography of Mindy's world. Fans were directed via the hashtag #Mindy100 to participate in Twitter polls calling back to their favorite moments from throughout all 5 seasons. The winning moments were featured in custom video animations rolled out the following day.
In addition, The Mindy Project social accounts ran a "Mindyisms," series -- a set of fashion-inspired animated graphics featuring iconic prints from Mindy's covetable wardrobe and illustrations of some of her favorite things, while highlighting Mindy's most relatable quotes.
Each cast member was featured in custom-made countdown videos across the social pages leading to the 100th episode and building anticipation.
Across Instagram, we amplified our stories with weekly Tap-To-Reveal photography featuring fashion-forward moments from each episode,continuing to position The Mindy Project as a lifestyle in an interactive and chic way.
Superfans and Influencers were surprised with a pack of Mindy-themed enamel pins. Fans wore them with pride and eagerly shared photos across their social accounts.
The #Mindy100 campaign encompassed all of the show's social platforms, creating a comprehensive and interactive campaign built to celebrate the Mindy Project lifestyle and fans both online and off.
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