All’s Fair, Ryan Murphy's latest drama on Hulu, launched in November 2025 and introduced audiences to an unapologetically bold series centered on a powerhouse team of female lawyers in Los Angeles. In a crowded holiday streaming season, our objective was to cut through the noise and make All’s Fair a cultural conversation piece by “flaunting” bespoke media activations . Inspired by Kim Kardashian’s, the series lead, massive social footprint & the immense social buzz initially generated around the all star cast’s iconic looks, we seized the opportunity to bring fashion into fandom and social into the spotlight. Leveraging Snapchat's first-to-market partnership with Westfield Malls, this digital meets physical activation came to life at Westfield prestigious Century City, the perfect setting surrounded by real law firms, high foot traffic, and allowed us to supplement awareness and engagement through digital OOH. The campaign wasn’t just about driving viewership, it was about celebrating the confidence, ambition, and unapologetic style that defines All’s Fair
Turning a Power Suit into a Power Move
All’s Fair fashion isn’t just a wardrobe, it’s authority. The iconic pink power suit represents ambition and unwavering confidence. Our mission was to transform that symbol from something audiences watched to something they could embody.
With Snapchat’s leadership in AR and a strong history of Hulu partnership, we identified the perfect platform to make Kim K’s iconic look interactive. In collaboration with Hulu Creative and our Paid Social team, we developed a custom Snap lens that allowed fans to step into the look and symbolically the power, but we didn’t stop with just an in-app experience.
From Screen to Street
Snapchat delivers massive reach digitally, but we wanted a physical presence that would be tangible, disruptive, and rooted in the world of the show. Simultaneously, our OOH team was identifying high impact placements across LA and NY, cities central to the show and major entertainment hubs. With All’s Fair set in LA’s legal scene, Century City stood out immediately.
The breakthrough came with Snapchat’s first to market AR digital mirror kiosks exclusively partnered with Westfield. Traditionally limited to short term pop ups via Snap mirrors, the outdoor kiosk format offered sustained visibility in a premium outdoor environment. Westfield Century City is steps away from major law firms and a hub of fashion and influence.
The result was a first of its kind AR mirror activation that merged paid social and amplified DOOH into one seamless experience. Visitors could virtually try on the pink power suit in real time then instantly share the look via their Social generating earned engagement.
Execution at the Speed of Culture
From concept to launch, the entire activation came together in just 8 weeks. Deliverables included a fully customized Snapchat AR lens, branded creative wrap to enforce title awareness, coordinated paid social amplification, and strategically aligned DOOH within the mall.
While Hulu has an established relationship with both Snapchat and Westfield, this partnership required new legal coordination, operational alignment, and rapid approvals. Layered with brand sensitivities and show feedback, timelines were even tighter. To meet the moment, Media, Creative, Social, and Legal operated in lockstep and proactively solved bottlenecks before they could slow us down. The activation launched on 11/4 on time and fully integrated.
The series generated immediate cultural traction and was renewed for season 2, a powerful signal of audience demand. The activation was not only a first for entertainment partners, but also a first for all advertisers launching this opportunity in lockstep with Snapchat and Westfield pushing through the clutter and standing out in a way no one has before.
Snapchat played a pivotal role in translating that momentum into engagement. The activation at Westfield delivered:
This wasn’t passive exposure, it was active participation. Consumers didn’t just see the power suit, they stepped into it. Critically, the activation reached the show’s core audience with 60% of those reached failing with the 25-44 demo validating placement strategy and creative resonance.
Beyond engagement, the campaign drove measurable brand lift across the funnel:
These results demonstrate that immersive, experiential media doesn’t just generate buzz, it drives meaningful shifts in perception and intent.
Just as importantly this activation set a new benchmark. As Snapchat’s first launch partner, it opened the door for future advertisers to leverage the format proving the viability of merging AR, DOOH, and experiential environments at scale.
