Set in a dystopian future, Hulu Original series "The Handmaid's Tale” follows a woman named June (Elisabeth Moss) who is forced to live as a concubine under the oppressive dictatorship of Gilead. For season 5, Hulu created a series of ads specifically for Instagram that caught the audience's attention with its grim, exciting, and tense atmosphere.
The Story Selection ad for the promotion of “The Handmaid's Tale” Season 5 features a choice partway through the trailer, allowing the viewer to decide between the perspectives of either June or Serena to watch the remainder of the trailer. Each branch features different clips of the show, highlighting the respective character's journey and emotional roller coaster. The sound design in each portion is unique in its tone, delivering either a tense, sinister atmosphere or a dramatic, human story for the viewer to decide between the perspectives of either June or Serena to watch the remainder of the trailer. Each branch features different clips of the show, highlighting the respective character's journey and emotional roller coaster. The sound design in each portion is unique in its tone, delivering either a tense, sinister atmosphere or a dramatic, human story. Both parts share the creepy, skin-crawlingly realistic portrayal of everyday patriarchal horror that the show has been lauded for. The then-upcoming September 14 release date for the season was teased after the end of either chosen path, inviting viewers on another journey through a dystopian future and promising more blood-pumping and bone-chilling thrills.
Hulu was the first advertiser in North America to run the paid ad for TikTok Story Selection Ad. The Story Selection Ad had 268% average higher engagement, 16% lower CPM compared to ads without a story selection, and 140% higher average watch time post selection (vs. on the combined in-feed video). There was a huge jump in engagement rate with our target audiences in the TikTok community when they were exposed to the story selection ad. A18+ Drama Fans saw a +353% increase in engagement while A18+ Previous Season Viewers/Similar Shows CRM audience saw a +233% increase in engagement, and A18+ Current Hulu Subscribers saw a +217% increase in engagement.
