Hulu — Organic Social Strategy & Brand Positioning

Hulu needed an updated social media strategy to accomplish two core objectives: boost organic engagement among its existing community and drive follower growth by attracting passionate TV and entertainment fans.

I led the development of a revived brand voice and social media strategy, pivoting from a brand-first tone to a human-first, creator-led approach. Instead of traditional promotional advertising, we repositioned Hulu’s social presence as the ultimate entertainment fan account.

By leaning into pop culture commentary, community-driven engagement, and editorial storytelling, we shifted the brand perception from a streaming platform selling a catalog to a fellow fan obsessing over the best in TV and film.