Hulu Original drama series “The Handmaid’s Tale” is the story of life in the dystopia of Gilead, a totalitarian society in what was formerly the United States. June (Elisabeth Moss), one of the few fertile women known as Handmaids in the oppressive Republic of Gilead, struggles to survive as a reproductive surrogate for a powerful Commander and his resentful wife.
Based on the bestselling book by Margaret Atwood, Hulu’s “The Handmaid’s Tale” has been consistently revered for its acting performances, writing, and production design, taking home two Golden Globes, 15 Emmys, and numerous nominations over the series’ run.
To promote the show's final, powerful season, Hulu crafted a social media campaign that looked to take viewers back through the long, emotional journey that June and the show's other characters have endured over the story. Hulu aimed to make a series of highly shareable videos to create a campaign using numerous videos, each focused on the cast of the series looking back on various points in time during the series.
Hulu brought an upbeat energy to its social campaign, contrasted with the dramatic, brutal world of the series itself, to show the good humor and fun-loving nature of the cast behind it. With videos ranging from focusing on Emmy-winning moments to behind-the-scenes goof and gaffs, the cast reacts with joviality and humility, allowing viewers to connect with them on a human level and appreciate even more the power of their performances.
Other videos in the campaign provide individual character retrospectives across each season, iconic and memorable moments, and the challenges of specific scenes for each actor.
The campaign worked to hype up fans and engage new viewers before the final season's three-episode premiere event on Hulu, often with cast members directly addressing viewers to encourage them to tune in.
Hulu's campaign to drive viewership for Season 6 of "The Handmaid's Tale" was a strong success.
The teaser assets accumulated over 66 million views across social media.
The series finale gathered 4.4 million views in the U.S. in its first seven days. The series remained in the Top 10 on Hulu's top 15 Today list every day for months following its premiere on April 8. It also secured the No. 1 spot on the chart every Wednesday following the release of new episodes.
On Rotten Tomatoes, the final season received a definitively "Fresh" rating of 87%. The series has generated nearly $300 million in global streaming revenue since Season 1's premiere.
