Turning Hulu Into the First Choice for TV
Brand Repositioning & Product Differentiation
The Problem
Hulu had strong content but lacked emotional primacy. Consumers didn’t clearly understand why Hulu was better than competitors — especially as streaming choices exploded.
Insight
People don’t want “more TV.” They want control. Hulu’s true differentiation wasn’t just content — it was choice (ads/no ads, add-ons, flexibility, on-demand and live).
My Role
Brand strategy lead defining positioning, messaging architecture, and executing campaign phasing across marketing, creative, and media.
Impact
Clarified Hulu’s brand promise at a critical inflection point
Established “Choice & Control” as a durable brand pillar
Built momentum for Phase 2 belief-building campaigns
Strategy
Lead a multi-phase brand transformation designed to:
Shift perception
Build belief
Ignite long-term loyalty
This included bridging campaigns that moved from provocation (“TV come true”) to concrete RTBs (“Shows & Movies — with Ads or No Ads”).
Execution
Designed brand strategy to explicitly communicate choice & control
Developed radically transparent creative that explained pricing and customization
Led integrated rollout across TV, digital, social, audio, and on-platform UX