Hazbin Hotel

• (CHALLENGE)
  With an established cult following from an independently- funded YouTube pilot, Hazbin Hotel came with a built-in audience of millions of die-hard fans.
  
  The question was, how does Amazon market a niche animated series with edgy, over-the-top content to a mainstream Prime Video audience?
• (SOLUTION)
  Rather than steering clear of the adult humor and raunchy nature of the series, we doubled down and embraced it. Through a range of media and placements, we reveled in debauchery and put fans and inclusivity first. From social, to merchandise, to out-of-home, and more, our campaign out-performed big-budget blockbuster titles, with content going viral a-top trending lists on all social platforms.
  
  Through this authenticity, we stoked the fandom, grew the community, and watched Hazbin Hotel rise to a second season.