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Unsolved Mysteries
role.
Senior Producer
company.
Netflix
The Challenge: Post-Binge Decay
Netflix needed to prevent Unsolved Mysteries from becoming "disposable content." In a saturated market, high ratings weren't enough—the brand’s credibility depended on its ability to generate real-world leads and maintain long-term relevance.
The Insight: The "Prosumer" Detective
Modern true-crime fans are no longer just viewers; they are digital investigators. They don’t want a polished trailer—they want the raw data, spreadsheets, and evidence files typically left on the cutting room floor.
The Solution: Open-Source Marketing
Netflix treated the campaign as a live investigation rather than a show launch:
The Evidence Dump: Released raw police reports and forensic photos via Google Drive to Reddit/Twitter to fuel community research.
Platform-Native Content: Used Instagram as a "digital evidence board" and Reddit for "clue-master" led megathreads.
The Slow Burn: Switched to weekly themed releases to keep the conversation alive and react to real-time community theories.
The Impact: Real-World ResultsMetricOutcomeDirect Impact4,000+ tips submitted; contributed to at least one arrest. Retention Eliminated the "post-binge" drop-off by sustaining buzz over several weeks. Brand EquitySuccessfully bridged the gap between 80s nostalgia and Gen Z digital sleuths.
