With unprecedented public interest surrounding Gypsy Rose Blanchard's release from prison, Hulu seized the opportunity to deliver exclusive, must-watch content to our audience. By proactively planning a digital and social campaign and securing direct access to one of America's most talked-about cases, we reinforced Hulu's position at the center of cultural conversation.
Ahead of Gypsy Rose Blanchard being released from prison Hulu planned a proactive campaign to be the center of the conversation and the home of Gypsy Rose Blanchard. Hulu bought digital banners across entertainment publications that would run atop stories featuring any Gypsy Rose Blanchard coverage, with cheeky messaging centering Hulu as the home of Gypsy Rose Blanchard. In addition, Hulu secured exclusive access to Gypsy Rose Blanchard for a compelling interview. The conversation generated high-impact content pieces that were strategically distributed across Hulu's Instagram and TikTok platforms, capturing massive audience interest in this cultural moment. The timing aligned with increased viewer interest in Blanchard's story, including the The Act and the Lifetime documentary special, available to stream through Hulu + Live TV.
The exclusive interview resonated powerfully with audiences, generating massive engagement across social platforms. The content captured the cultural zeitgeist, amassing 31M views and 1.6M engagements – demonstrating Hulu's ability to deliver must-watch moments that drive social conversation. Additionally, titles on Hulu centered around Gypsy Rose saw increased engagement, with Hulu’s 2019 Original “The Act” hitting the Top 15, ultimately showcasing how capitalizing on cultural conversation can drive engagement to older titles.
