Hulu Original mystery-comedy “Only Murders in the Building” follows three strangers (Steve Martin, Martin Short, and Selena Gomez) who launch an investigation and podcast when a murder happens in their apartment building.
As part of promotions surrounding Season 5 of the series, Hulu developed an influencer campaign featuring well-known social media creatives such as Jaleesa Jaikaran, Avery Woods, Gunnar Deatherage, and Ralph Tyndall. The stunt utilized the influencers' unique creative gifts as they participated in a blind baton-pass style of scavenger hunt across New York City, culminating in an exclusive “Only Murders in the Building” party, complete with bar and casino themes.
The campaign's carefully crafted experience immersed fans with the mystery and intrigue the series is known for, combined seamlessly with each influencer's particular creative niche and storytelling. Followers were urged to follow the clues from video to video while piecing together the mystery, ultimately leading them to Hulu for the season 5 premiere.
To support the fifth season of “Only Murders In The Building”, Hulu’s influencer campaign aimed to re-engage fans of past seasons, spark widespread awareness, and drive social engagement among current and prospective Hulu subscribers.
Drawing inspiration from the show’s iconic trio, Hulu partnered with (3) macro influencers across different content verticals – fashion design, lifestyle, and beauty – to participate in an Only Murders In The Building-themed mystery that only true fans of the show could solve. From handwritten clues to custom-designed dresses to casinos and more, the “creator trio” delivered an engaging three-part social story filled with wit, chemistry, and intrigue for the show’s newest season.
The mysterious appeal and iconic “Only Murders in the Building” aesthetics played a large part in the brand identity of the campaign, steeped in the old New York look of the Astoria and its occupants. Glitz, glam, and high-class living drew the attention of social media audiences and NYC onlookers alike. The collaborative element of each video added a new layer to the social media campaign, ensuring followers would go from one influencer to the next to follow the mystery to its conclusion.
Hulu’s influencer campaign for “Only Murders in the Building” season 5 was a massive success. Collectively, the influencer videos totaled:
