Hulu is one of America’s biggest streaming platforms, aggregating an expansive variety of shows and movies for our subscribers. With such disparate content, it’s imperative to find impactful ways to link the viewer’s entertainment experience to our brand. Network Identifiers (IDs) have long been the solution to remind viewers where they’re watching instead of just what they’re watching.

So this past year, we challenged ourselves to re-imagine the traditional network ID for the streaming age.

“Hulu IDs” are an artist-forward initiative designed to elevate Hulu’s brand love in the in-stream ad experience and across social media through the creation of captivating short stories. They are a powerful way to surprise and delight our viewers, and link the brand with memorable creative.

They’re also a commitment by Hulu to partner with emerging storytellers from around the world and to help elevate new creative voices.

An unlikely hero runs for her life, a celebration of Latin heritage through dance and music, a vibrant and nonsensical exploration of melody in the Japanese language, and a party full of iconic characters rages into the night, These are just 4 of over 40 wildly unique short animated stories created for Hulu’s ID Project. Crafted in a vast array of animation styles, told by a group of diverse, global voices, the stories delve into genre, cultural experience and artistic expression, embracing the storytelling experience at the heart of TV fandom.

The launch of Hulu IDs received tremendous acclaim from both trade and consumer press, garnering over 18 million media impressions from top outlets including Ad Age, The Drum, It’s Nice That, and more. The project was praised for its originality and the diverse range of artists who contributed.

Working with a large group of breakthrough creators, 46 unique short pieces were produced and rolled out over the year with results exceeding all KPIs. In the On-channel experience, the pieces have accumulated over 514 Million impressions and vastly decreased viewer fatigue with over 400 unique versions in rotation. On social platforms, fan response has been tremendous with over 8 million organic views and an engagement rate over 8X higher than average post engagement. The project also aligned and supported all major brand campaigns and cultural initiatives, with custom pieces created for each, including Black History Month, Huluween, and more.