Mystery Road: Origin

Promote the TV series Mystery Road: Origin across social media to engage new audiences and drive viewers to ABC iview.

• Created and implemented the organic social content calendar and rollout plan for the duration of the series

• Selected and optimised episodic excerpts for multiple platforms that were entertaining and relatable for mainstream audiences

• Produced several bespoke social pieces featuring Mark Coles Smith (lead actor)

• Wrote video headlines, post copy, descriptions, and tags adhering to platform best practice

• Collaborated with ABC Indigenous on relevant content to boost engagement and views

• Uploaded and scheduled all content, aligning with episode air dates and key dates

Mystery Road: Origin is now the most-watched drama in ABC iview history.

6.3M video views | 542K engagements

Facebook

• 5.1M views

• 497K engagements

Instagram

• 254K views

• 27K engagements

YouTube

• 91K views

• 1K engagements

TikTok

• 844K views

• 17K engagements