The original Perfect GIF holiday campaign was considered such a resounding success that Hulu asked us to create an evergreen version of the site, centering around the extensive GIF library our team produced. The simplified second incarnation of the site has shed the text entry field and focuses on an expanded taxonomy of GIFs, ready to be shared or inserted into any conversation. The site currently includes approximately 3,000 GIFs from 84 different shows, with additional GIFs added daily.

The Perfect GIF was custom-built on Tumblr, a prime destination for sharing GIFs, and was designed to be easily accessible on both mobile and desktop. By hosting the GIFs on tumblr.com (vs. 3rd party servers) we were able to capture valuable impressions from native Tumblr searches. Since Tumblr is a great place to find dedicated fans, hosting the GIFs there gave Hulu a chance to add to its following of TV fans and cement itself as the go-to destination for all things TV.

The site proved to have a wide reach, garnering over 14 million impressions, 227k engagements, 30k Tumblr reblogs, and 60k likes within the first year. Fan reactions were extremely positive, with one fan even calling it, "THE BEST THING EVER." Tweets proclaimed that the site "you never knew you needed" "made my day".

Attention from the press was a major factor in driving traffic to the site. The Perfect GIF was featured on blogs like Engadget, Tech Crunch, Refinery 29, and Mashable. Traffic from these articles produced some of the strongest conversion numbers.