Dexter: New Blood

14th Annual Shorty Awards · Television Winner · Audience Honor

The public entry lists me as Manager, Digital Marketing at SHOWTIME, with GLOW and SHOWTIME as the entrant organizations. The work started at the agency and continued in-house, so both are on the entry.

I worked on Dexter: New Blood at Glow and carried my responsibilities over to Showtime. I helped shape the social voice and worked with and managed a copywriter. I handled fan giveaways and engagement, produced our weekly social reports, and used what we learned to adjust the plan with the team.

This was a team campaign. It used audience listening, preview content, cast access, a new Instagram presence, and shared viewing activities to build anticipation.

Fan art, anniversary material, premiere experiences, and physical script keepsakes gave fans ways to participate throughout the return.

Fans opened up when we gave them a time and place to talk. They engaged most around the premiere and finale, so mid-season content needed to start conversations. Trivia from the original series beat trivia about New Blood alone, and content featuring the cast drove engagement.

Learnings from the Dexter: New Blood social wrap-up report.

Impressions

384M

Engagements

15.6M

Video views

47M

Total fans

12.6M

Across Dexter handles on all social platforms. Total fans is the combined audience across those handles, not new followers.

Hashtag mentions

602K

Mentions per day

2K

Both for April 1, 2021 – January 28, 2022.

The Shorty entry also reports that New Blood became the most-watched series in Showtime’s history and the most talked about Showtime show in 2021.

Campaign results reported in the Dexter: New Blood social wrap-up report and the official Shorty Awards entry. They describe the team campaign and the series, not my individual work.

I’m interested in brand and content strategy that starts with understanding the fans.