Hulu Original series "Paradise" is a political thriller by Dan Fogelman set in a city-sized Colorado bunker after an apocalyptic doomsday event. After the murder of the President of the United States, Secret Service Agent Collins (Sterling K. Brown) leads an investigation to uncover the truth.
To build intrigue and drive tune-in to the new series, Hulu Originals launched an immersive social media campaign that asked provocative questions, stoked mind-bending fan theories, and challenged audiences to come along for an exciting thrill ride.
Hulu used its social campaign to excite the "Paradise" audience, build on its mystery, and connect with viewers to bring them into the show's world.
The campaign was full of memorable moments, including:
- A private Instagram account mimicking the show’s in-world city, where only a select few were invited without revealing why. Followers who were selected to view the account were given access to a feed of out-of-context imagery and strange questions, building a mystery around what the show is about.
- Invites sent select viewers to participate in a campaign to generate awareness, social conversation, and anticipation for the new series. Nearly 40 influencers participated after being inducted into a “confidential agreement,” tying in the show's theme of secrecy.
- A surprise episode drop on social that included a message from series star Sterling K. Brown set the stakes of the show and warned audiences about the big secrets to come.
- A series of CGI sky writing stunts in major cities around the globe (including in Milan, Niagara Falls, Seoul, Germany, Riot de Janeiro and London) that featured provoking questions and mysterious statements that grabbed viewers’ attention.
- An activation, timed to the season premiere, influencers were hooked up to a staged polygraph machine, where questions were posed to prove their worthiness.
- An activation in which Hulu Originals delivered cheese fries — a food that plays a big part in the "Paradise" experience — to lucky fans around the country.
- A short video released ahead of Episode 7 that featured Sterling creatively announcing the show’s renewal for a second season.
- An "Ask Me Anything" on Threads, hosted by the writer's room and including showrunner Dan Fogelman, to answer fans' most burning questions.
The campaign drove over 326 million video views across social. TikTok served as the strongest platform for the title, with multiple posts landing in the multi-million view range and driving sustained reach across the full run. Most notably, Paradise’s influencer asset garnered over 48 million views on TikTok.
The social campaign effectively created an air of mystery around the new series and drove curious viewers to tune in on Hulu. The first episode of “Paradise” has had 17.6 million views in total since its initial release in January 2025. The season finale gained 6.3 million views within the first seven days of release.
Video for Paradise Social Campaign
