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Shortlist Award
M3GAN 2.0 x Secret Lives of Mormon Wives Partnership Campaign
Hulu Brand
United States
2025
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The Reveal...
The Reveal...
M3gan Wives...
M3gan Wives...
GRWU for an Upgrade...
GRWU for an Upgrade...
Queen B...
Queen B...
Group Chat...
Group Chat...
Entrant Company
Hulu CreativeWorks
Program
Clio Entertainment 2025
Industry Type
Television & Streaming
Medium
Digital, Mobile & Social Media
Category
Social Media
Subcategory
Use of Influencer & Talent
Who’s the real Queen B of #MomTok? There’s only one B taking that title - M3GAN. Timed to the release of season 2 of The Secret Lives of Mormon Wives and ahead of the theatrical release of M3GAN 2.0, this series of social spots sees M3GAN’s likeness infiltrate MomTok until the cast of the Mormon Wives become dancing M3GAN clones. Owing partly to the breakout success of the hit Hulu Original series, the cast of SLOMW has amassed millions of followers across their respective platforms and has gone on to found businesses, write books, and wield significant influence in pop culture. Articles and think pieces about them have appeared in the New York Times, Vanity Fair, and New Yorker, to name a few. These captivating women are having a moment in the zeitgeist, capturing the attention of fans and igniting passionate conversations. Their verve, vitality, and tongue-in-cheek tone made them the perfect fit for a partnership with M3GAN - a murderous bot with a protective instinct who, like the women, does not pull her punches or shy away from an uncomfortably tense moment. Despite our very narrow production window, we were able to secure 7 of the main cast members – the most show talent ever secured for a custom content shoot on Hulu – shooting a wealth of material on one jam-packed, logistically-challenging production day near Provo, UT. The cast brought their authenticity and unique personalities to the shoot, ensuring that our custom content felt like it was ripped straight from the show. Some of the posts required the talent to take on the persona of M3GAN, which meant letting go and getting a little…endearingly unhinged. The talent rose to the occasion and delivered content that really got their fans talking. At almost 14M total views, this campaign exceeded goal benchmarks and boasted robust engagement (with the dance-driven piece “M3GAN WIVES” leading the pack), as well as healthy ThruPlay rates for several of the individual pieces. But beyond the numbers, the conversation the content generated was priceless. Some favorite comments on social media included: “The collab none of us knew we needed 👀”, “YALL i can’t 😂😂 this ateeee ❤️🔥” , “Petition for MEGAN to be on season 3” and “This is the most important marketing spot ever done.” (amongst many, many other colorful and effusive comments).
Executions

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