Hulu - The D’Amelio Show

Agency: Unfold

Role: Senior Copywriter

With Charli D’Amelio’s 126 million TikTok followers... awareness wasn’t the challenge here. We needed to bring that audience right to Hulu’s door-- err... App! By forging a clear, emotional connection between viewers and the D’Amelio family, we gave the audience a reason to watch. Showing people that this show isn’t your typical gossip-driven reality show, but a relatable deep dive into the role that social media plays in our mental health was key. The result was a positivity deluge and this title becoming one of Hulu's most streamed shows.