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.

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.