Hulu's Barrie Gruner on working with creators to market Hulu shows
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00:00Now, you've got a situation where not only Gen Z, but as so many of us, we wake up and first thing in the morning, we look at our phones, right?
00:07And the difference, I just did a whole study on this, the difference in key art, when you're looking at your phone, where the tiles are like this big on a streamer, for example,
00:18you need close-ups of faces, you need, like, you can't have subtlety in those things because it's not a billboard anymore, and just kind of rethinking.
00:26I'm curious from your perspective, and anyone who wants to jump in, what are some of the things that sometimes you need to disabuse other people about,
00:37in terms of, like, I've heard people say, oh, when I was 20, this is the way I looked at the world.
00:42It's like, you can't do that.
00:44Yeah, I mean, they can sniff out the gloss, the script, like, anything that is too tailored.
00:51It's, you know, kind of what Zakiya was talking about, too.
00:53It's not about just being on their feed.
00:56It's about being a part of their feed so that it feels like it belongs there, and, you know, for us and how we've changed, you know,
01:04our approach in our campaigns is really leaning into creators and, you know, influencers,
01:12and not just working with them, but giving them the space to really share their POV, not being prescriptive, you know.
01:22You can share the campaign now.
01:23The specific one you want.
01:25Not mission granted.
01:25Yeah.
01:26Oh, well, yeah, I was going to talk about Secret Lives of Mormon Wives.
01:30I don't know if anybody here is a fan.
01:32This season is crazy.
01:34We, on May 15th, we saw them all this week at the Get Real House, which was, you got to see it all unfold, but Secret Lives of Mormon Wives,
01:42that was, I mean, that's an unscripted series on Hulu that came out of a swinging scandal in the Mormon community that really went viral on TikTok.
01:53So we knew, for that campaign, it had to be built around the Gen Z audience.
01:59So it was, you know, really lo-fi TikTok, you know, trends that we were tapping into for, you know, to reveal, like, the cast and,
02:09or, like, the TikTok sound from the Mormon Wives theme song, you know, was used more than 35,000 times.
02:18But those creators and letting them have their space to use their voice and their POV, we've increased our budget there in a time when I don't think a lot of marketing budgets are getting increased,
02:29but our investment in influencers is, we've increased it, you know, almost 600% in the last few years.