With Pride Celebrations cancelled country-wide, Hulu wanted PrideFest to bring together the LGBTQ+ community in a magical setting that allows for connectivity and solidarity.
Hulu wanted an experience that unifies social connection, Hulu content, and an innovative approach to bringing Pride to consumers. We wanted people to find new ways to connect beyond how we can in real life, within this virtual and immersive experience.
Campaign highlights:
- Innovation: Launched first-ever immersive virtual PrideFest with an uninterrupted stream (no tech issues, no dropped feed, no flags/reported content, no copyright issues with music, no talent dropouts)
- Inclusivity: Gave a platform to diverse LGBTQ+ individuals to use their voice, including Black, Trans and other BIPOC LGBTQ+ talent.
- Cultural Impact: Brought an inclusive Pride to a high-risk community during COVID, making it accessible and safe for those who are still discriminated against (extended to teens, people in recovery, and users from locations where there are no Pride festivals).
- Brand Love: Saw highly-engaged users spending on average 10 - 15 minutes interacting with Hulu branding, watching Hulu content and messaging, planting flowers, donating and clicking through to the LGBTQ+ Hub
With over 60,000 unique visitors and a return rate of 30%, we estimate the average live user spent between 15 - 20 minutes engaging with Hulu branding and content and talent.
- 5.2 Million = the collective social following of all talent that posted at least 1x to raise awareness of Hulu PrideFest.
- 1MM YouTube impressions
- 87,000+ total minutes spent
- Even though Hulu brand social lost 2 weeks promotion due to pause honoring the Black Lives Matter conversations, our overall Pride Month mentions and potential impressions increased YoY from 2019
