HULU
DELI BOYS
PROJECT BRIEF:
We teamed up with Hulu and Onyx Collective to launch the social presence of Deli Boys, a Hulu Original comedy series. More than promotion, our goal was to spark community through content. Our comprehensive strategy spanned content creation, community management, influencer marketing, and a high-impact IRL event, all aimed at building cultural relevance and driving engagement on the Deli Boys Social Accounts.
OUR APPROACH:
We led with story. By immersing ourselves in the show’s world—its characters, voice, and cultural layers—we were able to craft work that felt true to the series and its audience. We approached this project with a producer's mindset, treating every post, comment, and creative touchpoint as an opportunity to tell a story.
THE EXECUTION:
We brought the Deli Boys campaign to life with precision and heart. For social, we edited organic and paid content designed to spark dialogue and build momentum. We wrote caption copy and engaged with followers with comprehensive community management. Our influencer strategy paired smart targeting with creative collaboration over a two-day influencer junket. And on the ground, we transformed a cultural partnership into an unforgettable block party event, translating digital excitement into real-world connection.
SOCIAL CAMPAIGN
Managing the social media presence of Deli Boys was more than just scheduling posts—it was about creating a narrative that invited the audience into the world of the show. We crafted content that highlighted the humor and heart of the series, using visuals and captions that spoke directly to the target audience. Our approach was to make every post feel like a conversation, not a broadcast.
Content Creation & Editing: Produced and edited high-quality visuals and videos tailored for Instagram and TikTok, capturing the essence of the show and its characters.
Strategy Development: Crafted a content calendar that aligned with key dates, leveraging trending topics and hashtags to increase visibility.
Account Management: Scheduled and posted content daily, ensuring strategy alignment, optimal timing, and frequency to maximize reach and engagement.
Community Management: Engaged with other accounts and users on Instagram and TikTok with a voice and tone aligned with the show and brand identity.
SOCIAL RESULTS
The impact was immediate and measurable. Across Instagram and TikTok, we saw a significant increase in engagement, with followers actively participating in conversations and sharing content. The tone of the posts—irreverent, humorous, and culturally resonant—struck a chord with the audience, leading to a growing sense of community around the show.
47M
Instagram Impressions
14M
TikTok Impressions
4.89%
Engagement Rate
2.9%
Engagement Rate
INFLUENCER CAMPAIGN
Influencer partnerships were central to our campaign—built on alignment, not just reach.
We sourced creators who lived the Deli Boys spirit: deli and bodega culture, family business, food, and meme-forward humor.
Our approach was data-backed but gut-checked—focused on storytelling over sponsorship.
We championed unexpected picks that Hulu was unsure about, like Shop Cats Show and The Joe Must Go On, with strong engagement and cult followings. These bets paid off with standout content that felt native, not #ad; they were the two highest performing posts of the influencer campaign—our instincts told us it would succeed!
Managed end-to-end: sourcing, contracts, approvals, captions, hashtags, and real-time publishing optimization.
Negotiated contracts and secured rates 50%+ under asking rate
Managed influencer relationships for Hulu, including preparing creative briefs
Organized two jam-packed influencer junket days, taking into account multiple scheduling elements involving cast, PR, and influencers. We mapped everything out with a producer mindset for smooth execution days-of.
Every post was treated like a cultural moment—not a deliverable—with creative and community impact in mind.
8.87M
Total Organic Views
881K
Total Interactions
6.8%
Average Engagement Rate
kolkata chai co. partnership
We approached Kolkata Chai Co. to create a one-of-a-kind cultural moment for Deli Boys, starting with a social rollout and storefront takeover that ultimately led to a massive block party celebration. With a killer product and their recent partnership with Hasan Minhaj, their commitment to authenticity and their community activations made them an exciting partner. The fact that KCC is a family business run by two brothers only made it more compelling as the perfect partner for the Deli Boys campaign.
Known for their massive block parties and community presence, KCC drew 1,500 RSVPs and over 900 attendees for our curated Deli Boys event, with the line wrapping the block—twice. The cast showed up in full force, including Saagar Shaikh, Asif Ali, Poorna Jagannathan, Alfie Fuller, Brian George, creator Abdullah Saeed, and even a surprise visit from Hasan Minhaj, who later promoted the event on his own feed.
KCC SOCIAL ROLLOUT
Pre-Party Social:
Bold Promotional Launch: We started with a planned fake “leak” about the party through an influencer in our network—and followed up with a promotional video with Saagar Shaikh and Asif Ali where they “took over” KCC.
Lead Up: From there, we dropped promotional material with increasing detail, from teasing the cast appearances to the gift items.
KCC SOCIAL ROLLOUT
Post-Party Social:
Hasan’s Support: We got a huge shout out from KCC brand partner, Hasan Minhaj—detailing not only the block party, but the Deli Boys show as well. Hasan told his 1.7 million followers to stream Deli Boys now!
Recap: Finally, we ended with an exciting recap that encompassed all elements of the party. The word Hulu used to describe this recap video was, “delicious.”