Building Huluween Into a Cultural Franchise
Tentpole Marketing & Audience Rituals
The Problem
Halloween was a massive cultural moment — but no entertainment brand truly owned it.
Insight
Hulu subscribers deeply identify with Halloween. Nearly 1 in 4 were “superfans,” creating an opportunity to build a recurring, ownable franchise.
Strategy
Create Huluween and turn it into a multi-year brand franchise with original programming, cultural storytelling, and internal + external activation.
My Role
Owned cultural strategy, long-term vision, campaign narrative, and cross-functional execution across content, PR, sales and marketing.
Execution
Launched the first Huluween Film Fest
Created Huluween Originals with weekly drops
Built a horror “sequel” narrative framework across campaign phases
Integrated PR, influencers, platform UX, and employee culture
Impact
Ad revenue grew from $1.3M (2017) → $8.7M (2018), with a $20M target set
On-channel Halloween engagement increased YoY
Hulu emerged as a top brand in Halloween entertainment conversation