What if the hottest new reality show this season was actually a Hulu campaign?

Instead of just another commercial trying to get people to watch reality TV on Hulu, we gave fans more of what they actually want: a peek into an unmissable party filled with all the biggest reality stars, hosted by superfan Chrissy Teigen. All the content shot during the party was then served up across TV, gossipy digital headlines, and photo booth–style out-of-home.

Reality TV is the fastest-growing genre on television. The problem is, the shows are scattered across different networks and channels. So Hulu asked us to let everyone know that their platform is the only way to watch all the biggest reality shows in one convenient place.

To show the breadth of reality show content on Hulu, we set out to create a campaign that would look and feel more like a new reality TV show than a commercial.

What would it look like if all your favorite reality stars existed in the same universe? This is the reality on Hulu, where all the biggest reality shows and all the best reality TV stars from cable are on the same streaming platform. For reality fans looking to cut the cord, Hulu is the only service where they can watch all their favorite network and cable reality shows in one place.

As much as possible, we wanted this campaign to live in a world that reality TV fans already know and love.

For the commercial, we borrowed from the aesthetic of popular reality shows, including a staged confessional booth and a fully run-and-gun camera crew.

Across all digital executions, we created faux headlines that mimicked the way reality TV stars are covered by bloggers and gossip magazines.

Finally, to keep our out-of-home authentic to the genre, we used real photo booth pictures captured at the party and let our talent pose candidly with one another.

The Hulu Has Reality campaign drove 1.5x more efficient cost per acquisition than Hulu’s benchmark, as well as beating our social benchmarks for video view rate by 55% and 67% for Facebook and Instagram, respectively.