To reach the millions who pretend to watch TV shows and movies each and every day, we developed a campaign that brought their deceitful behavior to life. Our effort began with a series of humorous TV spots that showed a variety of people faking familiarity with a show or movie. Listening in on their inner-monologue, viewers were able to hear each person’s thoughts as they immediately regretted their decision.

From there, we conducted a real-world experiment with the help of Emmy-winning actor Aaron Paul. One by one, aspiring actors were invited to audition alongside the star for a role in the Hulu original series, The Path. Asked whether they were familiar with the show, a majority lied, were made to look foolish and finally, were forced to come clean.

Of course, the humiliation felt across our campaign could have been avoided had they simply signed up for Hulu.

Over the course of several months, our TV spots ran on national networks and local cable channels, as well as paid placements on YouTube and Hulu’s social channels. We further amplified our effort with the release of a short, digestible video on social media that brought our real-world experiment with Aaron Paul to life. Promoting the season two premiere of Hulu’s original series, The Path, the video both demonstrated the extent of the lying epidemic and how Hulu is the solution to this societal problem.

The campaign drove brand love up by 18% and made consumers 23% more likely to subscribe.