Whilst at BBC Studios, Rafaela Perera, Creatively Directed the global campaign for Sherlock series 4. The ambition for the integrated global campaign was to create an unprecedented level of anticipation for the new series amongst local and global audiences. The integrated campaign was co-ordinated across TV, outdoor, press, digital and social media achieving incredible results: over half a billion social media impressions, 15 million organic social engagements and trending at #1 on Twitter around the world. On BBC One, Sherlock was the most watched UK drama of 2017.
The first trailer was launched to fans at Comic-Con and released globally online. Within a week, the trailer received 20 million views, 110 million social impressions and earned an overall media coverage valued at over 9.5 million.
We created this symbolic image of Sherlock’s violin with a broken fourth string and posted it on social media to announce the transmission date of the new series. The post gained 30m reach and 1.3m interactions on BBC’s digital channels alone.
There was an immediate and overwhelmingly positive response from fans.
Hijacking of Global Campaign