Turning 3 followers into over 8,000 with one guerrilla campaign
The marketing campaign saw the podcast's instagram gain nearly 3000 times the engagement in two months
Attracting existing true crime fans by identifying its main appeals:
Puzzle Solving
so interactivity was a huge focus, centering marketing material around hidden clues and puzzles
Real Stories
are more immersive, so the designs use “real” handmade textures, and touchpoints are as tactile as possible
Diving Deeper
into crimes, visualised by interactive touchpoints that let viewers “see things differently”, and paper layers that have to be physically “peeled back” and uncovered
