Timed to Season 2 of The Secret Lives of Mormon Wives and ahead of M3GAN 2.0, the objective was to hijack MomTok with a culturally unexpected crossover—driving conversation, engagement, and fan participation by merging a viral horror icon with reality TV’s buzziest new casts.
Despite their apparent contrast, the worlds of M3GAN and SLOMW share a sharp self-awareness, heightened emotion, and an unapologetic embrace of tension. By embedding M3GAN directly into the cast’s existing social language, we strove to create platform-native content that felt surprisingly organic to both—authentic to the cast’s tone while capitalizing on M3GAN’s sassy and irreverent evolution.
Owing partly to the breakout success of the hit Hulu Original series, the cast of SLOMW has amassed millions of followers across their respective platforms and has gone on to found businesses, write books, and wield significant influence in pop culture. Articles and think pieces about them have appeared in the New York Times, Vanity Fair, and New Yorker, to name a few. These captivating women are having a moment in the zeitgeist, capturing the attention of fans and igniting passionate conversations. Their verve, vitality, and tongue-in-cheek tone made them the perfect fit for a partnership with M3GAN - a murderous bot with a protective instinct who, like the women, does not pull her punches or shy away from an uncomfortably tense moment.
Despite our very narrow production window, we were able to secure 7 of the main cast members – the most show talent ever secured for a custom content shoot on Hulu – shooting a wealth of material on one jam-packed, logistically-challenging production day near Provo, UT. The cast brought their authenticity and unique personalities to the shoot, ensuring that our custom content felt like it was ripped straight from the show. Some of the posts required the talent to take on the persona of M3GAN, which meant letting go and getting a little…endearingly unhinged.
The talent rose to the occasion and delivered content that really got their fans talking. At almost 14M total views, this campaign exceeded goal benchmarks and boasted robust engagement (with the dance-driven piece “M3GAN WIVES” leading the pack), as well as healthy ThruPlay rates for several of the individual pieces.
But beyond the numbers, the conversation the content generated was priceless. Some favorite comments on social media included: “The collab none of us knew we needed 👀”, “YALL i can’t 😂😂 this ateeee ❤️🔥” , “Petition for MEGAN to be on season 3” and “This is the most important marketing spot ever done.” (amongst many, many other colorful and effusive comments).
