Here’s What Hulu Learned From Its ‘Better Ruins Everything’ Campaign

With insights from its Culture Lab

Video: Josh Rios/Editor: Nick Gardner

To get better insights into its community, and in an effort to add subscribers, streaming service Hulu created Culture Lab. The lab helps inform Hulu’s marketing campaigns, including “Better Ruins Everything,” which featured Sofia Vergara and Joe Manganiello, among others.

Kelly Campbell, CMO of Hulu, took to the Brandweek: Challenger Brands stage last week and shared insights from that campaign, as well as the platform’s viral Instagram egg, which raised awareness around mental health issues.

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