by alaskaonhulu
 
When Hulu adapted John Green’s classic novel Looking for Alaska, it faced the challenge of appealing to both nostalgic original fans and a new, digital-savvy teen audience. To address this, the campaign used a Falling Daisies Instagram effect that evoked nostalgia with its retro, disposable-camera look and daisy imagery tied to the book’s main character. The effect combined a nostalgic vibe with a 2D hand-drawn style reminiscent of teenage journals. The filter resonated well with both new and returning fans, generating 290,000 impressions, 8,000 captures, and over 1,000 shares, all achieved without paid media.