Leading up to the Women’s World Cup, the gender pay gap was the biggest storyline surrounding the US National Team. So after Hulu signed pretty much the whole team and asked us to create an “authentic” influencer campaign promoting Hulu + Live TV, we knew exactly what we needed to do.

Ever since the first iteration of Hulu Sellouts, fans had been dying to sell out, too. So with the gender pay gap being the biggest storyline leading up to the 2019 Women’s World Cup, we gave fans the chance to sell out—for a cause.

Given the cultural context, many brands were talking about equalizing salaries between men and women.

But we wanted to go one step further and give people the chance to actually make a difference.

Here’s how the Hulu Has Live Sports Challenge worked: for every woman, man, or child who shared a video of themselves juggling a soccer ball while saying, “Hulu Has Live Sports,” Hulu would fight the gender pay gap by making a donation to the National Women’s Soccer League Players Association.

We seeded the campaign by having each sponsored athlete on the US Women’s National Team do the challenge and tag two of their famous friends. With that spark, fans took the campaign and ran with it, helping raise $100,000 for the NWSLPA.

Long story short, fans went wild.

After all the videos were tallied, Hulu wrote a $100,000 check to the National Women’s Soccer League Players Association. On top of all the soccer fans, celebrities and professional athletes from other sports, like Atlanta Braves shortstop Dansby Swanson, jumped into the fray and sold out for a cause.