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Ahead of “The Handmaid’s Tale S3,” Hulu needed a campaign that would deliver increased viewership and subscriptions. Based on audience insights, Hulu engaged UM to create an activation in support of women’s rights. Exploration with CNN revealed that less than 8% of all statues in the U.S. and 3% in NYC are of women. Working with women artists, creatives and production teams, Hulu launched “The Shape of History,” erecting 140 new female statues in NYC, the number needed to equal the existing 145 statues of men. The statues, made of mirror, invited everyone to take part in shaping history with Hulu. Following its success in NYC, “missing” statues were erected in Boston, Atlanta and San Francisco.
Results:
• Recognized in the Best Event, Experiential/Sponsorship Activation and Impact categories at the 2019 Festival of Media North America Awards
• Highest viewership in franchise history: 40% more viewers than S2 and 50% more than S1
• New subscription growth: 20% more sign-ups than previous seasons
• More media coverage than any other Hulu activation
