Criminal Minds Evolution
The Criminal Minds rabid fandom was on the line. How do we keep a fandom when the show they fell in love with isn’t the show that’s returned?
The Problem:
The Criminal Minds fandom was on the line. How do we keep a fandom when the show they fell in love with isn’t the show that’s returned?
Year:
2024
My Role:
Creative Director
At the heart of Criminal Minds: Evolution is a show about family, namely the BAU. Each agent has a close relationship with the others that make the show so compelling to watch.
My team employed a social media sleight of hand to focus fans on the unchanging heart of the series: this show and the fandom surrounding it is about family, resulting in a fast growing comment section community.
We stoked conversation around the familial elements of the series - reflecting on ways in which the BAU, the cast, and the fans are each a family all on their own.
The results were more successful than we could have predicted:
The launch of the @CriminalMinds TikTok handle saw the highest growth, engagement and views of any P+ TikTok handle launch to date in the first 48hrs
It is also the fastest growing TikTok account ever (outside of kids) across Paramount+, SHOWTIME, and MTV brands
In less than 5 months I helped achieve:366K New Followers
117M Video Views
17M Engagements