‘We needed to re-educate the market on Hulu’: The video streaming provider’s CMO explains why it needed a refresh


The OTT space is heating up, with AT&T announcing this week that it will launch a new streaming service next year to compete with the likes of Netflix, Hulu and Disney.
But Hulu is not worried, and has plenty of things going for it, its chief marketing officer Kelly Campbell told Business Insider’s Tanya Dua in an interview.
The streaming service recently launched a brand refresh campaign called “Never Get Hulu” to re-educate the market on Hulu, she said, and make consumers aware of the range of services it offers apart from on-demand TV.
Hulu is “like a playground” for brands, Campbell said, as it offers advertising opportunities far more creative than 15 or 30-second long ads, such as brand integrations with its shows.
She also said that the biggest marketing myth out there is that Gen-Zers are not receptive to advertising.

Following is a transcript of the video, which has been edited for clarity.

Tanya Dua: So let’s start off on a high note. You just had a huge campaign come out, “Never Get Hulu” —stereotypical Hulu tone. You’ve always kind of heavily leaned on celebrities from Alec Baldwin about a decade ago, to Sofia Vergara now, and of course a lot of others. Why that prominence to celebrities in Hulu campaigns?

Kelly Campbell: So as you mentioned, it’s a pretty exciting time for Hulu. We have grown tremendously in the last 10 years. In fact, we’ve grown a ton in the last year. If you look at Hulu today, we have the most on-demand content. We’re bringing that together with live television, and we’re offering consumers something that they can’t get anywhere else. When we went to the market to do some research, we found that consumers associate Hulu very heavily with television, but they don’t necessarily understand all that Hulu has to offer.

And so with this campaign, it’s our chance to change consumer perception, to take consumers from Hulu as “next day television” to Hulu as “a better way to watch television.” And the campaign really hinges on this insight that better ruins everything: You take an Uber or Lyft, you don’t really want to go back to a taxi. You get upgraded to first class, not super excited to go to economy. You watch television on Hulu, we think you’re not going to want to go back to your old way of watching television.

So we’re excited about the campaign and we thought about how to bring it to life in a fun way. This is where the celebrity angle comes in. If you look at the celebrities featured in the campaign, they all tie back to content on Hulu, whether it’s our licensed content, our original content, and also we have some athletes in there to bring attention to our live content.

Dua: Why were you calling it a brand refresh though? I read somewhere that you said that. Isn’t Hulu too young a company to have a refresh already?

Campbell: You know, we’re actually more than 10 years old, which is kind …read more

Source:: Business Insider

      

(Visited 16 times, 1 visits today)

Leave a Reply

Your email address will not be published. Required fields are marked *