Based on Karin Slaughter's New York Times bestselling "Will Trent" series, ABC’s procedural crime drama of the same name follows a Special Agent in the Georgia Bureau of Investigations (GBI) who was abandoned at birth and endured a harsh coming-of-age in the overwhelmed foster care system. But now, determined to use his unique point of view to make sure no one is abandoned like he was, Will Trent has the highest clearance rate in the GBI.
ABC aimed to create a video for social media that would appeal to “Will Trent’s” target demographic, building excitement and driving tune-in for the new series.
ABC’s strategy was to appeal to a broad audience, fans of witty dramas, police procedurals, and true crime, by sharing hype for the new series (via rave review critics quotes) and by showcasing compelling moments from the show.
ABC created an arresting multi-panel video for social media that was inspired by a detective’s investigation board.
“Will Trent Is…” was a successful social media placement for a new show with brand new social pages. The video caught the attention of “Will Trent’s” core demographic, reaching 3.7k people on Instagram, with 368 engagements.
“Will Trent” continued to pick up growth throughout its first season and had a significant completion rate. Among viewers who streamed the series on Hulu, 85.62% watched the entire show. (“Will Trent’s” benchmarks rank even higher than other popular ABC series streaming on Hulu - “Alaska Daily” has an 80% completion rate and “The Rookie: Feds” is at 72%.)
