Hulu needed to increase subscriptions to its premium, ad-free product. Talk about a dry subject. To spice things up (pun intended), the brand turned to one of the most famous ad spokespeople there is: The Old Spice Guy.

In partnership with P&G, Hulu arranged for The Old Spice Guy to appear in its ad, telling people to get Hulu without ads. As Brand Director, Amy was the GTM lead on this project across Marketing and she managed the agency relationship with BFT (Deutsch).

The result? An uptick in subscribers to the Ad-Free product and endless internet memes with The Old Spice Guy.