Murdoch Mysteries S18— A Case Study

Amplifying the reach and energize the existing fanbase of Canada’s longest-running one-hour scripted drama.

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 Murdoch Mysteries Season 18

38M+ total views

across platforms

Results at a glance

+34.3% engagement

season-over-season, across all platforms

10.8M young viewers

under age 45

The Challenge

For Season 18, Shaftesbury partnered with 6of1 Digital to support the rollout of a season marked by creative evolution—including cast changes, a refreshed opening sequence, and a tonal update designed to appeal to a broader and younger audience.

The opportunity was to build on the show's established success by enhancing its discoverability and engagement across newer digital platforms, while honouring legacy audiences. With a deep understanding of audience behavior, fandom culture, and platform trends, 6of1 collaborated closely with Shaftesbury to amplify reach and energize the existing fanbase.

Strategic Solution

6of1 designed a data-informed social strategy for Season 18

We focused on two key goals:

Reach

Attract new viewers

Engagement

Deepen connection with loyal fans

We prioritized vertical video and algorithm-driven discovery on TikTok and Instagram Reels, supported by targeted paid campaigns aimed at under-45 and international demographics.

Our approach blended community-first content with platform-native storytelling, integrating Murdoch’s assets into collab posts, TikTok-native formats, and nostalgia-aware messaging.

In close alignment with Shaftesbury’s goals, we strategically focused paid efforts on high-impact platforms like Instagram and TikTok, optimizing for both efficiency and cultural resonance.

Results

  • on season 18 content

  • across platforms

  • season-over-season

  • the largest gain of any platform

  • with over 69% now based outside of Canada

Testimonials

  • "Carrie and Jess at 6of1 Digital brought a sharp, strategic lens to building audiences and strengthening our social presence for Murdoch Mysteries. Their deep understanding of community building and entertainment marketing helped Murdoch connect with a younger, more diverse audience, reaching over 10.3M viewers under 45."

    – Mark Bernardi
    Director, Creative Marketing
    Shaftesbury

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