Real World: ABC News
As consultants for ABC News, my team and I crafted a strategic digital experience that transforms how young adults engage with news on Hulu: centered on credibility, personalization, and relevance. The result? A story-driven, mobile-first platform that builds trust, fosters belonging, and repositions ABC News as a lifestyle fit for a new generation of streamers.
News for a Generation Searching for Relevance
We started by asking our peers one simple question: “How do you see the news today?” What we heard revealed something deeper than media preferences; it reflected life stages, shifting identities, and a craving for belonging. In their 20s and 30s, viewers are navigating career changes, political awakenings, and personal evolution. Yet, the news as they know it often feels distant, overwhelming, or disconnected from their lives. Our challenge with ABC News was to change that: to make streaming news feel empowering, trustworthy, and relevant to Hulu users bombarded with content, yet unsure what (or who) to trust.
A Platform That Feels Like You
Our strategy reimagines ABC News on Hulu through a powerful new lens: personalized empowerment. We introduce “Daily Bites”, a customizable news experience built for the mobile-first, passively consuming, algorithm-influenced viewer. Daily Bites delivers:
Snackable daily digests of global and local headlines
Push notifications that fit into your day, not disrupt it
Daily positivity segments, because even in a heavy news cycle, joy matters
Featured guest anchors, familiar faces like Travis Kelce, Selena Gomez, or Dylan Page, repackage news with personality, fun, and trust
AI-generated personalization that lets users choose their anchor, their vibe, their news
Together, these elements create a narrative-driven experience where viewers feel seen, empowered, and in control of their information journey.
Creating the Buzz and Building the Bond
To turn this concept into real impact, we built a full-funnel digital marketing campaign that speaks the language of our audience, visually engaging, socially native, and always value-driven. The strategy includes:
Short-form video content (10s, 15s, 30s): across TikTok, Instagram, and YouTube, delivering real ABC News stories in the style of trending content
UGC-style creator partnerships: using influencers within our target demo to demonstrate how they stay informed with Daily Bites
Out-of-home activations: in cities like NYC, LA, and Chicago, bringing our guest anchors to life through playful and relevant copy
Hulu and ABC cross-promotions: email campaigns and homepage banners promoting Daily Bites features
SMART Goals: Increase ABC News viewership duration by 19% among 20-30 year-olds by Q4 2025 and boost Hulu subscriptions by 5%
This strategy bridges the gap between credibility and culture, transforming ABC News into a daily companion, not just a news source.
