All’s Fair: Turning Entertainment Into Cultural Conversation
A creator-led influencer campaign that transformed scripted drama into real-world discourse.
For Hulu’s All’s Fair . . .
We partnered with Disney’s influencer marketing team to launch a multi-platform creator campaign designed to do more than drive tune-in—it sparked debate, education, and long-term discovery.
Social Engagement
Working with culturally influential creators including I’m Not a Lawyer But, Christine Elizabeth, Paizley Laura, and Kerry Ann Spence, we translated the show’s themes of power, love, ambition, and ethics into platform-native storytelling rooted in real-life frameworks.
By empowering creators to lead with their authentic voice—legal analysis, fashion decoding, relationship strategy, and lifestyle inspiration—the campaign generated over 1.5B impressions, 144M views, and sustained engagement across TikTok, Instagram, and Pinterest.
Their videos gained over 130 million views on Instagram and TikTok
Instagram Post Caption:
Allura found out the hard way… #HuluPartner
Watch #AllsFair now on @hulu and catch up before the 2-episode finale drops Dec 9!
Is all really fair in love & war… even prenups? @allsfaironhulu
Over 2 million views on Instagram
Instagram Post Caption:
The ones who bow the deepest often have the most to hide 👀 #HuluPartner @allsfaironhulu is not only entertaining… it’s empowering.👩🏽⚖️ NGL I may have just found my new fave show 💚 Watch it now on @hulu with new episodes Tuesdays #AllsFair #whattowatch #tvseries
A masterclass in being a girls girl on @All’s Fair on Hulu
Over 2 million views on TikTok
TikTok’s Post Caption:
A masterclass in being a girls girl on
@KerrySpence
Kerry’s post gained over 800k views on Pinterest
Pinterest Post Caption:
Inspired by All’s Fair on @hulu. The quiet power of Allura’s style, decoded and tailored for the everyday woman. Minimal. Structured. Effortlessly commanding. Watch All’s Fair on @hulu to channel your inner Allura, then make it your own. #HuluPartner
All’s Fair didn’t just launch as a series; it emerged as a cultural text audiences returned to, saved, and discussed long after premiere week.