The Shōgun campaign set out to captivate both AAPI and mainstream audiences by generating buzz among fans of the original novel, historical dramas, and epic sagas. The goal was to position Shōgun as a cultural event—one that honored its historical roots while appealing to modern viewers through immersive storytelling and high-impact social engagement.
To bring this vision to life, the campaign leveraged a multi-pronged strategy: extensive influencer outreach to build credibility and excitement, behind-the-scenes content showcasing the series’ meticulous historical accuracy, and talent interviews that emphasized the authenticity of the storytelling. Contextual creative further enriched the audience experience, educating viewers on real-life figures, language, cuisine, and etiquette, deepening their connection to the world of Shōgun.
Despite the challenge of introducing a historical epic to a broad audience, the campaign broke through by blending education with entertainment, fostering an engaged global fanbase invested in the series' actors, characters, and sweeping narrative. The results were undeniable—Shōgun became Hulu’s #1 premiere (as of Feburary 2024), with social content amassing over 140M video views and 5.5M engagements, solidifying its status as a must-watch phenomenon.
