Line Of Duty Two
To mark the return of the highly anticipated Line Of Duty featuring Keeley Hawes. I wrote the creative for this execution and worked closely with director, Matt Rhodes and Creative Director Jim De Zoete to produce this specially shot trailer about the ‘blue on blue’ crime unit.
Impact & KPIs: BBC Two Line of Duty Series 2
Campaign Reach: The Line of Duty Series 2 campaign reached over 15M people across the UK through TV, digital, and social media, driving significant awareness and anticipation for the police procedural drama.
Social Media Engagement: Generated 600k+ interactions across social platforms, with #LineofDuty trending during key moments, igniting discussions around plot twists, character developments, and the show’s gripping storyline.
Teaser & Video Views: Campaign teasers, trailers, and exclusive content generated 4M+ views across YouTube, Instagram, and Facebook, significantly boosting anticipation for the series launch.
Media Coverage: Secured 120+ media mentions, including high-profile coverage in The Guardian, Radio Times, and Metro, helping to position Line of Duty as a must-watch crime drama.
Viewership & Audience Growth: The campaign led to a 25% increase in viewership for Series 2 compared to Series 1, with strong ratings and an expanding fanbase for the show. The premiere episode achieved over 5M viewers.
Digital Engagement: The campaign drove a 15% increase in digital interactions, including streaming on BBC iPlayer, where the series achieved high engagement rates and continued strong viewing figures.
Cultural Impact: Line of Duty sparked a 40% increase in online searches for police procedurals and crime dramas, positioning the series as one of the most talked-about British TV shows of the year.