In January Investigation Discovery UK aired a one-off special follow-up to Netflix sensation Making a Murderer. The show took another look at the Steven Avery case re-examining the facts and exploring vital evidence that was not included in the original documentary series.

Piñata Media were brought on to the project as consultants for social media to maximise the reach of messaging around the show. The social channels for Investigation Discovery UK had small followings so our brief was to extend the organic reach and educate people about what Investigation Discovery UK is all about.

This project required a lot of creative thinking as assets around the show were limited (it was still being filmed and edited just two weeks prior to transmission). We created an infographic to connect with fans of Making a Murder that was clearly branded to build awareness of the ID UK special. This was picked up by a large audience on social and helped significantly increase the organic reach of ID UK’s Facebook and Twitter pages.

Other strategies we employed to make the project a success were social conversation monitoring, reaching out to fans of the show (both viewers and celebrities), and regular messaging using a mixture of assets including imagery and video.

During the broadcast of the show we live tweeted, engaging with other viewers and answering questions.

The end result of the campaign was a significant organic reach for the ID UK channels and a rise in likes and followers on their channels.