Line of Duty Series 5
Social Media & Content Lead
Mother of God, this was one helluva campaign to work on.
I won two Lovie Awards (People’s Choice and Judges), beating ITV 2’s Love Island, for this industry-renowned social media campaign, which achieved 24.9 million views across Facebook, Twitter and Instagram, higher than Peaky Blinders Series 4 and Bodyguard.
I was thrilled to be interviewed by Vice about the ‘stratospheric rise’ of Line of Duty, especially in reaching young people, a key metric of success for BBC Social.
Developing the creative
As well as editing content myself, I produced content ideas with an Editor in the Social Team, and in-house agencies BBC Creative and BBC Digital Drama. Key video content included:
A Line of Duty x Friends mashup, which made national headlines.
A songified Ted Hastings bop video, which became the theme tune to the BBC Sounds Line of Duty podcast.
A killer trailer, developed with marketing and BBC Creative, to be optimised for social media success, and released in partnership with BBC Publicity.
A clip of the most famous (hilarious) line in the series.
A 70s Cop Show parody.
I worked alongside World Production’s social media agency who ran the Line of Duty show accounts, to sign off their work from a BBC brand perspective, encourage cross-promotion, and ensure we didn’t double-up on live moments.
Enabling UGC
UGC was crucial to my campaign to get fans talking and sharing their own thoughts, feelings and humour, through the Facebook Group, by creating gifs that continued to be used during Series 6, and making interactive content, like a bingo card for the show’s catch phrases.
I ensured the series’ gifs got as much exposure as possible by partnering with Giphy.
A community of fans
I launched and ran the BBC’s largest official Facebook group for Line of Duty. It’s since been used by Meta in their training sessions as a best practice example of fan engagement.
I used a unique Ted Hastings style tone of voice for interactions and community rules.
It became an essential resource for social listening during the campaign, to inspire content and understand the mood of the audience.
Marketing Manager: Jo Earthy
Content Producer: Josh Pappenheim
Publicist: Gareth King