P&G is launching a Hulu-exculsive documentary-style series called "Queen Collective," promoting gender equality through film while merging content with advertising

Consumer goods giant Procter & Gamble is partnering with streaming service Hulu to create exclusive content: In a bid to refresh its advertising tactics, the retailer will create two exclusive films on the entertainment platform.

Starting at the end of April, Hulu will release the movies as a media project made with P&G's Queen Collective, an organization that is working to promote equality across the board in the film industry. The aim with releasing P&G's content exclusively on Hulu, rather than any social media streaming service, is that it will garner more attention as an exclusive work than as an easily accessed video. The films are not P&G commercials, but rather serious films about real life issues such as poverty and abuse, created for, about and by women.

Furthermore, the programming will not be interrupted to advertise P&G's brands, as in the typical commercial style, but instead will be integrated into the film's backstory, truly merging advertising with the content itself. Finally, Procter & Gamble has used social media to advertise this new project despite its members-only exclusivity.

Procter & Gamble

Hulu


Lead image: stock photos from Gorgan Bogicevic/Shutterstock

Consumer goods giant Procter & Gamble is partnering with streaming service Hulu to create exclusive content: In a bid to refresh its advertising tactics, the retailer will create two exclusive films on the entertainment platform.

Starting at the end of April, Hulu will release the movies as a media project made with P&G's Queen Collective, an organization that is working to promote equality across the board in the film industry. The aim with releasing P&G's content exclusively on Hulu, rather than any social media streaming service, is that it will garner more attention as an exclusive work than as an easily accessed video. The films are not P&G commercials, but rather serious films about real life issues such as poverty and abuse, created for, about and by women.