NBA Stars ‘Sell Out’ To Hulu In All-Star Ads That Highlight Brand/Endorser Transparency Trend

One of the more notable campaigns leveraging the NBA All-Star Weekend – less because of the creative craft and more because of its reflection of the ‘transparency trend’.

Clearly this campaign aimed at comedy, but, even if you found all the overt talk of cash and money cress, or depressing, at least there is an openness and an honesty about this approach.

Hulu and its sports endorsers are essentially telling it like it is.

While the criticism surrounding the lack of honesty about so much influencer marketing spikes around the discussion and debate surrounding the fascinating Fyre Festival documentary on Netflix, this campaign comes clean about the fact that its sorts star influencers are in it for the cash.

While the clamour for full influencer marketing regulation grows beyond the basic idea of including #ad or #sponsored hashtags tucked away at the bottom of a post, Hulu’s campaign lays it all out there.

A recent report from Sprout Social’ (a social media management and analytics platform for businesses) on ‘Social Media and the Evolution of Transparency’ found that 53% consumers (53%) are likely to consider brands that are transparent on social for their next purchase.

While a lack of transparency on social leaves 86% of people likely to take their business to a competitor and that 81% believe businesses have a responsibility to be transparent when posting on social media.

Which, interestingly is even higher than the standards they set for politicians, friends, family, or themselves.

Only 15% of consumers believe that brands are currently “very transparent” on social.

The research showed that when brands are transparent and develop a history of transparency, around 90% of consumers are more likely to give them second chances after bad experiences.

“Hulu’s ‘Sellouts’ campaign is further proof that brands are taking a more transparent approach to their marketing tactics and embracing the benefits this strategy has for their bottom line,” said Kristin Johnson, director, content and communications at Sprout Social.

“Our data shows that more than half of consumers are likely to consider brands that are transparent on social media for their next purchase, which means the companies that are up front with their customers about influencer marketing, business practices, and even mistakes, will reap the rewards long term. A lack of transparency on social leaves 86% of people likely to take their business to a competitor – something Hulu is undoubtedly aware of and hoping to address through its most recent campaign. As the impact business transparency can have on the bottom line grows, I expect more companies to incorporate campaigns such as these into their overall strategy.”