We partnered with Oxygen to help the channel undertake a radical rebrand – from targeting a modern, young female audience to a fact-based “All Crime All the Time” network, the new home where genre fans could catch prestige original real crime stories such as “The Disappearance Of” and “The Jury Speaks.”
To drive home the brand promise of “Taking you behind the (police) tape,” into the heart and minds of the investigation, we developed a range of creative with the new black-and-yellow scheme to give the channel an instantly identifiable look.
With each post, we aimed to deepen the connection between viewers and our stories, taking them into the scene to feel the rawness and urgency of the crime. While fact-based content established our credibility as experts, we looked to stand out in busy social feeds by showcasing high-profile cases – famous names and faces sure to intrigue the intense true crime audience.
Bursts Of Crime
Down To The Facts
Crime fans love to feel they’re “on the case,” getting investigative facts straight-up in order to formulate their own conclusions. We created a series of infographics that established the network’s new black-and-yellow (crime scene tape) look while mining facts about crime across America as well as factoids tied to specific cases.
Interactive pieces lured users to “pinch-and-zoom” their way in from an intriguing, bold headline to a closer look at the facts, literally closing in on their investigation.