Hudson & Rex S7 — A Case Study

Reintroducing Hudson & Rex to a broader audience through strategic platform optimization and community-building content

Social Strategy

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Content Creation

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Community management

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Paid media

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Data analysis & reporting

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Social Strategy ⋅ Content Creation ⋅ Community management ⋅ Paid media ⋅ Data analysis & reporting ⋅

Client

Shaftesbury for Hudson & Rex Season 7

25M+ views on TikTok

with just 2.8% from paid

Results at a glance

2M+ total engagements

across platforms

225K+ new followers

with just 2.8% from paid

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

Engagement

Sustain and grow fan loyalty

We leaned heavily into TikTok, where Rex-led episodic clips triggered viral traction and drove over 25M views with 99% organic growth.

@hudsonandrex Two K9s, one mission. Rex and rookie Zep team up to TRACK IT! Catch up on the latest episode of #HudsonAndRex ♬ original sound - Hudson & Rex on Citytv
@hudsonandrex Rex is HOME ALONE and he’s defending his turf like a true hero! 🐾💥 😱 Catch all the action on #HudsonAndRex ♬ original sound - Hudson & Rex on Citytv

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

  • on Season 7 content

  • across platforms

  • more than doubling the audience

  • 99% of all follower growth was organic

  • with just 2.8% from paid

  • the largest gain of any platform

  • signaling strong generational growth

Testimonials

  • "Carrie and Jess at 6of1 Digital brought a sharp, strategic lens to building audiences and strengthening our social presence for Hudson & Rex. Their TikTok-first approach delivered outstanding results, generating over 25M views in just 10 weeks, with 99% of follower growth happening organically."

    – Mark Bernardi
    Director, Creative Marketing
    Shaftesbury

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