Integrated campaign for FOX Crime
Crime at FOX Crime
The next Integrated Campaign for FOX Crime was the solution we implemented when the channel asked us to take its social media audience to television for its 10th Anniversary.
Position:
Creative Director
Responsibilities:
Creative direction
Creative strategy
Content strategy
Production supervision
Agency:
Digitas
Publicis One
A challenge that required deep investigation.
FOX Crime is a FOX channel dedicated to mystery and investigation series. Its public is a very senior, little used to interacting with brands in Social Media.
The main difficulty was finding an emotional connection that would bring FOX Crime audience to action. But our research revealed that these people fervently followed their favorite series because they loved trying to solve the mysteries before their protagonists.
An Integrated Campaign that only FOX Crime fans could solve.
When we planned the campaign, there were several headlines in the news about leaked HBO episodes and movies stolen from Sony’s servers.
This inspired us to create a plot in which a big FOX Crime fan had gotten hold of the series that were ready for the 10th Anniversary.
The thief bragged about it on the network’s social networks and challenged the rest of the fans to get the series back. To do so, they would have to solve 10 mysteries and find 10 passwords hidden in different posts.
Each time fans would find a password, they would have to access the delinquent’s servers with it and choose a series to be rescued.
People could finally enjoy the rescued series.
The campaign also integrated television, and once the 10-day campaign was over, we announced that during the 10th Anniversary, FOX Crime would air a marathon of the rescued series.
The broadcast broke all audience records from previous anniversaries.
Rate
KPI
growth
The campaign was found guilty of increasing the audience.
Over ten days, 20,000 people actively participated in the campaign and the reach of the messages increased by 86%. Of the participants, 71% reached the end of the mystery despite being unaccustomed to interacting with innovative posts.
43% of the annual KPI of “new page likes” were achieved with this campaign alone. But in addition, FOX Crime’s audience increased by 63% on the anniversary day, compared to the average of the previous ones.
