Season three of The Handmaid's Tale on Hulu is promoted through a daring and socially driven campaign.
The marketing initative is centered around a glaring gender gap in statue representation. There is a total of 150 statues across New Yor City, with only five honoring women. The city promises to fix the considerable difference by installing more monuments that pay homeage to names like Billie Holiday, Kathrine Walker, and more. Streaming service Hulu, however, turns this disparity into a promotional campaign for the Handmaid's Tale. For only one day, the company is "upping the ante with more than 100 statues." These will boast 140 "invisible" statues that are "made from mirror material." This campaign will transpire on June 7th.
Photo Credits: Elly Dassas/ Hulu
Gender Gap-Addressing Show Campaigns
The Handmaid's Tale on Hulu is Highlighted Through a Call-out
Trend Themes
1. Gender Equality in Representation - Opportunity for companies to address the gender gap by promoting equal representation through their campaigns and initiatives.
2. Socially Driven Marketing - Using socially relevant causes and campaigns to generate brand awareness and engagement, tapping into consumer values.
3. Disruptive Promotional Strategies - Exploring unconventional methods of promotion, such as installing invisible statues made of mirror material, to create a buzz and generate interest.
Industry Implications
1. Streaming Services - Streaming platforms like Hulu can leverage socially driven campaigns to capture audience attention and differentiate themselves in a competitive market.
2. Advertising and Marketing - Advertising agencies and marketing professionals can develop innovative approaches to address social issues and create impactful campaigns for their clients.
3. Urban Planning and Public Art - The discrepancy in statue representation presents an opportunity for urban planners and artists to collaborate on projects that celebrate diverse historical figures and promote gender equality.