Robin Geradts Gill

An exercise in establishing a genre, as much as a campaign. With a huge suite of high-quality true crime drama on BritBox, the challenge was to both stand out, and strike a sensitive tone.

I felt the way in was to elevate ‘British True Crime’ as a genre in its own right, within the often sensationlist world of true crime entertainment. British True Crime is marked by powerful storytelling, usually with a focus on victims and police heroes rather than killers, in a tasteful, restrained and uniquely ‘British’ way.

We innovated a new format of ‘micro-documentries’ for organic social, to help international audiences who are unfamiliar with the original cases, understand why the stories are being told. Optimised for social, they far out-performed traditional trailers in getting engagement for true crime titles.

The British True Crime brand proved so strong we were able to use it in new BritBox markets beyond North America, featuring different combinations of shows, and it’s now a permanent strand on the service.