We joined the Line of Duty team ahead of series 5. The aim was to build on already established handles and raise the bar through a quality social campaign. We worked closely with the BBC to set up the first official group on Facebook which quickly climbed to over 50k members. Through our campaign and indepth community management we helped Line of Duty win Drama Series of the year at the TV Choice Awards 2019.
With all our campaigns we run either a 14 day countdown or 7 day countdown using official stills from the upcoming series. Unbelievably these tend to make up almost half of the engagements for the entire campaign as they provide a first look for fans and often feature their much-loved characters. It reminds people of the hashtag ahead of the first episode and re-launches the page using fully branded and professional looking content.
In this instance we ran a 7 day countdown reminding everyone of the main characters and introducing a few new ones. Click through to see examples.
To generate a buzz before the first episode aired we ran a Nickname Generator game through Twitter. Inspired by a plotline from a previous series where a character was given the nickname ‘The Caddy’ based on his job as, you guessed it, a golf caddy.
We asked people to Tweet their first job using #LineOfDuty and we’d reply with a nickname for them. This generated over 3k comments and was on of the best performing and most talked about pieces of content throughout the series.
Part of our full campaign management means promoting your production when it comes to awards, especially those where online voting is required. In this case it was the TV Choice Awards. We shared regularly encouraging votes and we used personalised links to track how many people were clicking through to the voting page.
Line of Duty won Best Drama Series 2019 and the brilliant Adrian Dunbar won Best Actor 2019. Vicky McClure and Martin Compston were also short-listed.
Part of our full campaign management package is daily community management. This includes monitoring key words, hashtags and relevant verified users to see what we can engage with that will allow the page to break out of its network and reach a wider audience. Here are some of our favourite verified users tweeting about Line of Duty. All of these were engaged with through retweets and humorous replies on the official LOD page.
The biggest part of our campaign was the TX management, we shared content daily and throughout TX. The tone we took was serious in part but also used quite clever ‘banter’ that complimented the tone of the show. The cast would regularly engage with a similar tone so this worked well.
As part of this campaign we also helped the BBC set up the first official BBC group, this quickly climbed to over 55k members. We continue to moderate this daily.
We work closely with the BBC to ensure that filming costs remain as afforable to clients as possible. In this instance we created a wish-list of content and questions, and used the BBC’s set-up to film them. We then edited in house and shared ahead of the series.
