Challenger Brands Here’s What Hulu Learned From Its ‘Better Ruins Everything’ Campaign With insights from its Culture Lab By Chris Ariens|February 12, 2019 Video: Josh Rios/Editor: Nick GardnerShare By Chris Ariens|February 12, 2019 Share 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. Adweek Adweek