Minding the Gap

About

Three young men bond together to escape volatile families in their Rust Belt hometown. As they face adult responsibilities, unexpected revelations threaten their decade-long friendship.

Director: Bing Liu

Impact Goal

Build brand awareness for Hulu as a destination for quality documentary films, particularly in the social issue space, and engage viewers with meaningful and measurable ways to get involved and take action.

Strategy

  • Promoted tune-in ahead of the film’s release on the Hulu platform
  • Increased awareness and visibility through community screenings and viewing parties
  • Collaborated with 18 partner organizations working with young people and families that promoted the documentary reaching 86,500+ people across social media and 50,000+ across email newsletter lists

Results

  • 5 confirmed community screenings
  • 6,000 #ThisDeviceCuresHeartache stickers printed & distributed to screening attendees and partner organizations
  • 13,000+ video views & 74,600+ people reached through Facebook Live with filmmaker & film subject

Watch the Trailer