Submitted by Reach AgencyAgency IPI Score 10/100

Hulu Only Murders in the Building Rudy Mancuso YouTube Skit

Influencer Marketing

Reach Agency cast YouTube creator Rudy Mancuso to play every character in an original skit for Hulu's Only Murders in the Building, which the agency reports drew 6M views.

6MViews
50%View-Through Rate
15xPositive Sentiment
8.82%Ad Recall Lift

Case in 60 seconds

Hulu was premiering Only Murders in the Building, a new true-crime comedy, and the brand judged that the usual trailers and teasers alone would not be enough to give the series a launch audience.

The page frames creator performance as the way into the show, because a known YouTube creator playing every character turns a series premise into entertainment in its own right rather than an advertisement for something else.

Reach Agency reimagined the series with a fresh voice, handing its premise to YouTube creator Rudy Mancuso as an original skit rather than recutting the show into another trailer or teaser.

Rudy Mancuso played every character in an original skit inspired by the premise of Only Murders in the Building, published on his YouTube channel and backed by TrueView paid media and organic posts across his socials.

The agency reports 6M views and a 50% view-through rate over 3.5 minutes, alongside a 15x above-average positive sentiment score and an 8.82% headroom lift for ad recall, while Only Murders climbed to #1 as Hulu's top comedy.

Strategy Breakdown

Viewers for the premiere of Hulu's new true-crime comedy Only Murders in the Building, reached through Rudy Mancuso's YouTube channel and his socials.
Series premieres usually launch on trailers and teasers, and the page says Hulu judged those alone would not be enough, so the challenge was standing apart from the standard premiere toolkit rather than buying more of it.
Hulu lends the premise of the series to a creator rather than speaking in its own voice, so the brand reaches viewers through Rudy Mancuso's characters on his own YouTube channel.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Reach Agency

Creator role

  • Rudy Mancuso — creator

Results & Evidence

MetricValue
Views6M views
View-Through Rate50%
Positive Sentiment15x above average
Ad Recall Lift8.82%

Why Reach Agency's strategy worked

  1. 1

    A single creator playing every character turns a series premise into a standalone piece of entertainment, so the audience watches the creator's work rather than an advertisement, which is how the agency frames its 50% view-through rate.

  2. 2

    Pairing a creator's organic upload with TrueView paid media lets one piece of content reach both the creator's own audience and a bought audience, rather than splitting the launch across separate assets.

  3. 3

    Measuring sentiment and ad recall alongside views gives a premiere a reading of how the work was received rather than only how far it travelled, which is where the 15x above-average positive sentiment score sits.

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