MALEKSALEHI
CREATIVE PRODUCER
HULU ANIMAYHEM
BRIEF
Grow Hulu as THE #1 destination for Adult Animation & Anime. Reach over 12mm new non-Hulu subscribers in the space to increase linkage, consideration, awareness, preference, first streams, and hours per Sub.
WHAT I DID Year 1: Built the sub-brand from the ground up, producing the sub-brand’s name, logo, and identity. Launched Animayhem into the world, producing the 360 campaign and creative deliverables for the San Diego Comic-Con (SDCC) experiential activation.
Year 2: Looking at Year 1 results, our strategic goal was to bring a long list of single and multi-title campaign touchpoints under an even more cohesive creative umbrella. To achieve cohesion, I aligned Strategy, Originals, Show Partners, and Creative to one production road map and approvals matrix for video, media, giveaway, and SDCC deliverables. This increased visibility and sharing of work at necessary checkpoints, which was key considering the level of cross-functionality the project entailed.
I produced the 360 campaign, Comic-Con activation creative deliverables, and toolkit for single-title launches. We delivered four batches of creative refreshes and partnered with Media for testing and optimization throughout a four-phase rollout. To meet the massive scope, we grew the team by contracting editorial, roto, and experiential agencies.
VIDEO: 2024 HERO LAUNCH SPOT
360 CAMPAIGN
IMPACT Year 1 showed lift in awareness and consideration. Currently tracking Year 2 metrics.
DELIVERABLES
— Campaign key Art
— Video
x4 creative versions (:30/15/06s)
— Static and Digital Out-of-Home, including special 2D buildouts
— Paid social & digital
— Audio
— Experiential (San Diego Comic-Con)
— Giveaways