Facebook case study: Interactive Police video asks Who Killed Deon?

Digital marketing industry case study library

csdeon.jpg

This video campaign used Facebook to campaign against knife crime. Set up the Metropolitan Police, this campaign highlighted Joint Enterprise a little-known law that means anyone knowingly involved in a murder can be charged with murder. To show how even small actions lead to a murder charge, agency Lab created ‘Who Killed Deon?’, a murder mystery Facebook page, inviting viewers to hunt the killer. At its peak, the campaign achieved 250 comments a day, with an average dwell time of 8 minutes. It was 'liked' by 50% of viewers at its peak- 5 times the average of all Facebook campaigns.

Video case study

More on this Case study …
Brand: Public Safety Video (UK Police) | Media: YouTube and Facebook | Country: UK | Sector: Government | Agency: COI | Format: Video and social media

Viewers interacted by guessing which of a group of suspects ‘killed Deon’. Following suspects’ stories, they discovered that although only one committed the stabbing, the others played a small but significant role.

Under Joint Enterprise, everyone involved in this ‘whodunit’ did it, meaning everyone is charged with murder.

Overall, the campaign achieved an engagement level 6 times higher than the average for all Facebook campaigns.

Copyright ©2000-2024 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy