Challenger Brands

Hulu's CMO Says Its Viral Egg PSA Became Its Second Most-Watched Episode on the Service Within First 12 Hours

Kelly Campbell spoke at Brandweek: Challenger Brands

Campbell also addressed Hulu's Handmaid's Tale Super Bowl ad and its Fyre Festival documentary. Sean T. Smith for Adweek
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By Sara Jerde

Hulu’s video revealing a highly anticipated message from a cracked egg ended up being the service’s second most-watched episode within 12 hours, the company’s CMO, Kelly Campbell said in her keynote at Brandweek: Challenger Brands today.

That win for the streaming service involved a huge buildup around the Super Bowl (during which Hulu released a 30-second ad for The Handmaid’s Tale). The service posted a cryptic message on an Instagram post from “world_record_egg” to stay tuned after the Big Game for a special message on Hulu.

That

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Headshot of Sara Jerde

Sara Jerde

Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.

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