Hulu x Black History Month: 100 Years of Family
We Turned Black History Month Into A Family Reunion.
Client
HuluCapabilities
Social Media Strategy Content Development Content Management Campaign Development Cultural IntelligenceDescription
For Black History Month 2026, we partnered with Hulu to celebrate Black History through familyhood in all its forms.
We were tasked with creating a campaign that highlighted the moments that celebrate the Black Family across iconic Black sitcoms like Family Matters, The Fresh Prince of Bel-Air, Black-ish, and My Wife and Kids.
The most shareable content doesn't come from the moments we’ve seen before. To stand out, we had to identify the moments we all loved but may have forgotten about. The IYKYK deep cuts that prove this was not a copy-and-post exercise; we were really there when these moments became iconic. It’s that understanding of the second layer of culture that would draw fans in.
Insight
To stand out, we have to go beneath the surface.
Every family has different personalities and every family reunion spans a range of emotions: laughter, tears, arguments, forgiveness. We echoed that truth in the content. We found moments that made us laugh, like a carousel of Hilary's most iconic lines in The Fresh Prince. Moments that connected to current trends, like exploring gentle parenting in The Bernie Mac Show. Moments that made us reflect, like Andre in Black-ish explaining what it means to be Black in America.
Idea
Let’s make the timeline feel like a family reunion.
Impact
From follower count to cultural credibility.
The campaign generated over 62.1M impressions across all assets with ZERO paid support. The campaign earned 2.8x more engagement and 2x more views than all of Hulu's past cultural campaigns combined since 2021. This collaboration is another case study demonstrating the power of our cultural insights paired with a social strategy that attracts and retains attention.
