Objective

Build a core following of vocal and active advocates and spark conversation about the series through alignment with global, political, and cultural events. Develop press-worthy marketing activations designed to ignite and engage excitement among potential fans of the new show.

 

Solution

NYLON built buzz for the series premiere of The Handmaid’s Tale via a custom SXSW sponsorship and activation, custom content creation, an "INSTABOMB" influencer program and media.

 

I. HULU @ SXSW

NYLON celebrated Hulu Original’sThe Handmaid’s Tale in spectacular style—SXSW Style, to be exact. With #TwitterHouse at Austin’s Bar 96 as the playground, guests celebrated #MAIDENPOWER with empowering screen printing stations, photo booth props, and specialty cocktails.
THE EVENT GARNERED 46,098,059+ TOTAL PRESS & MEDIA IMPRESSIONS

 

II. INSTABOMB ACTIVATION

In April 2017, NYLON + Socialyte contracted twenty influencers to promote Hulu through an Instagram bomb for the premier of The Handmaid's Tale.

Socialyte identified and secured Amy Zhang, Cyndi Ramirez, Caitlin Lindquist, Nicole Alyse, Alyssa Lenore, Jourdan Sloane, Tessa Barton, Michelle Ressler, Laurie Ferraro, Maddie Greer, Cassandra DiMicco, Hailey Andresen, Nicolette Gawthrop, Emmy Jones, Krista Robertson, Paola Mathe, Emily Jenny, Courtney Halverson, Charlotte Bridgeman and Marianna Hewitt to be activated as the influencers for this campaign. The influencers were contracted to each create one dedicated Instagram to post on their respective channels.

Total Original Images Produced: 20
Total Instagrams Posted: 20
Total Likes: 63,654
Total Comments: 938
Total Potential Impressions: 248,316

Total Potential Reach: 2,299,900

 

 

III. CUSTOM CONTENT + SUSTAINING MEDIA