At Truffle Pig our role was to rewrite Oxygen’ social strategy and run day-to-day Facebook, Instagram, and Twitter production to help rebrand Oxygen Media as “The New Network for Crime” after leaving their “Bad Girls Club” audience in 2017.

My Role:

• Manage day-to-day production of all content

• Help create a social strategy, responsive messaging strategy, and workflow processes

• Write copy and stepped in as art director as needed

• Coordinate with NBCU’s legal team to ensure all content aligned with their guidelines

• Review all analytics, adjust strategy, and present reports weekly to the client

• Live tweet episodes of “Cold Justice” to build trust and loyalty with superfans

• Establish show strategies for “Cold Justice”, “Snapped”, “Dahmer on Dahmer: A Serial Killer Speaks”, “In Ice Cold Blood” and “Unspeakable Crime: The Killing of Jessica Chambers”

Campaign Example 1
Cold Justice

We strategized and executed the pre-premiere and in-season content for season 5 of Oxygen’s “Cold Justice”

Goal: Activate existing “Cold Justice” fans to evangelize for the show and increase reach to new audiences through shareable content
Objective: Create three posts per week throughout the season that engages loyal “Cold Justice” fans

Tactic 1: Create short animated quote cards featuring lead talent, Kelly Siegler, driving to tune-in.

Why: We see content featuring Kelly Sielger perform best each week. We also know that our Facebook fans watch :15 of a video on average and 65% of our fans watch videos with sound off.

Copy: Kelly Siegler finds justice in the details. Watch an all-new episode of #ColdJustice every Saturday at 6/5c.

Tactic 2: Create Behind The Scenes videos after each episode, driving to catch up.

Why: Through community management we know fans are always asking for more footage of Kelly Siegler and more information on the cases they cover each episode.

Copy (written by me): Kelly Siegler and the #ColdJustice team won’t let freezing temperatures stop them from getting to the truth, especially when Peppermint Schnapps is involved. Catch up on the new season at Oxygen.com.

Tactic 3: Create “GIFable Moments” featuring a light, fun clip in the episode driving to tune-in.

Why: Fans LOVE the talent, and while the show is very serious, we wanted to create light-hearted content to highlight the talent’s personality.

Copy: When your friend texts you a #ColdJustice spoiler. Keep up with new episodes Saturdays at 6/5c on #Oxygen. 

Campaign Example 2
”Unspeakable Crime: The Killing of Jessica Chambers”

We created pre-premiere and in-season content for Oxygen’s special short series about the Jessica Chambers Mississippi murder.

Goal 1: Leverage all of Oxygen’s social pages and properties to seed information, drive long-lead awareness, and drum up excitement for the show. Ultimately resurface interest in Jessica’s case.
Concept: Create “Media Frenzy” videos that include quotes from the media’s coverage on Jessica’s case.
Why: Facebook users have been very active in trying to uncover who burned Jessica alive. Not only do these assets remind fans about her case, they but also provide legitimacy around her story.

Goal 2: Pull audiences in with controversial and compelling information/assets that encourage discussion.
Concept: Create “Two Sides to Every Story” videos that feature the many divides in Jessica’s case.
Why: Jessica’s murder has divided her town and a large online community.

Goal 3: Encourage catch-up and binge-viewing throughout the season, driving to Oxygen.com and the Oxygen App.
Concept: Create weekly “Top Moments” assets, featuring the top three moments from each episode.
Why: This asset will give a sneak into what viewers missed if they did not tune-in, while still helping guide conversations for fans who watched the episode live.