Reintroducing Hudson & Rex to a broader audience through strategic platform optimization and community-building content
Social Strategy
⋅
Content Creation
⋅
Community management
⋅
Paid media
⋅
Data analysis & reporting
⋅
Social Strategy ⋅ Content Creation ⋅ Community management ⋅ Paid media ⋅ Data analysis & reporting ⋅
Client
Services
Results at a glance
Brand background
Shaftesbury for Hudson & Rex Season 7
Social strategy
Content creation
Community management
Paid media
Data analysis & reporting
25M+ views on TikTok
with just 2.8% from paid
2M+ total engagements
across platforms
225K+ new followers
with just 2.8% from paid
Citytv’s Hudson & Rex is a hit Canadian procedural following Detective Charlie Hudson and his trusted K9 partner Rex as they solve crimes across scenic St. John’s, Newfoundland.
Now in its seventh season, the series has carved out a devoted fanbase with its family-friendly tone, cinematic visuals, and international appeal.
The Challenge
Elevate Hudson & Rex Season 7’s digital presence during a shortened 10-week broadcast run—a major shift from the 34-week footprint in Season 6.
Expand audience reach, particularly among younger and U.S. viewers;
increase engagement among existing fans;
and boost awareness for weekly tune-ins—all with a highly efficient spend.
Season 7 also marked a transitional moment for the brand, with new cast dynamics and an opportunity to reintroduce the series to a broader audience through strategic platform optimization and community-building content.
Strategic Solution
6of1 built a multi-platform content and paid strategy rooted in audience insight, previous season performance benchmarks, and format experimentation.
We focused on two core KPIs:
Reach
Drive new discovery
We leaned heavily into TikTok, where Rex-led episodic clips triggered viral traction and drove over 25M views with 99% organic growth.
Engagement
Sustain and grow fan loyalty
We used Instagram and Facebook to convert viewership into fan action through a blend of Reels, carousels, and boosted episodic moments.
Our post-boosting approach replaced traditional paid campaigns, proving highly effective at driving engagement at scale, particularly on Facebook. Across all platforms, our content strategy honored the show’s visual strengths, spotlighted fan-favourite characters, and responded in real time to viewer sentiment, reinforcing Hudson & Rex’s place as a community-driven procedural with global charm.
Results
-
-
Description text goes here
-
Description text goes here