Paradise
A New Season. A New World. A New Social Presence.
Client
HuluCapabilities
Community Management Influencer Partnerships Cultural Fluency Creative DirectionDescription
Season 1 of Paradise ignited a social media firestorm, taking the social sphere back to the glory days of appointment television.
We took the torch and ran with it, partnering with Hulu to create a new, fan-first social presence that would connect with new and old fans across X and Threads.
Every episode of Paradise gave audiences plenty to unpack. So, rather than just clipping key scenes and leaning into the sometimes somber realities presented in the show, we flipped the page on its head and leaned into all the ways audiences find joy through laughter. Every episode presented an opportunity to give key moments a new POV and highlight the most hilarious, engaging, ridiculous takes to keep the fans laughing.
Insight
Even at the end of the world, we're gonna get these jokes off.
Idea
Make the brand feel like a fan who belongs.
We built a presence that was fast, self-aware, and undeniably funny. We balanced our tone to make it clear that this was not a stuffy brand page; whoever was behind the handle was clearly a fan of the show and deeply entrenched in the sub-culture that made the show pop.
Impact
We turned “Who’s running this account?” into a KPI.
We created a new KPI for ourselves: How many times can we get fans to request who’s behind the page?
Across X and Threads, the campaign generated more than 6.6 million organic views and 405K+ engagements, outperforming all benchmarks. The ParadiseOnHulu Twitter handle grew by 267%, and more importantly, the account became a welcomed and sought-after part of the natural Paradise conversation.
Fans tagged the page in conversations like it was a group chat, further enriching Hulu with the ability to turn a channel into a community.
BTW, fans asked who ran the page and campaigned for our social team to get a raise over 50 times!