The Hulu series Death & Other Details—a whodunnit murder mystery series—enlisted LA-based creative agency Saylor to develop a compelling social media campaign. Saylor had two primary objectives: to engage the genre’s most dedicated fans using a unique and innovative social approach, and drive sustained interest and engagement across social platforms.
To achieve these goals, Saylor built a campaign that immersed fans in an interactive and complex mystery experience, reflecting the show’s locked-room murder theme. The campaign was designed to create an engaging digital experience that mirrored the intricate, puzzle-filled narrative of the series. By partnering with puzzle experts at Scout Expedition—experiential designers known for creating groundbreaking live experiences and forms of storytelling that transport and transform—Saylor ensured that each piece of content was not solely promotional but also a key element of the mystery itself. The campaign transformed social media followers into amateur detectives, driving them to engage with the content and unravel the plot alongside the characters.
Among Saylor’s executional details contributing to the campaign’s success:
By transforming the social media experience into an extension of the show’s narrative, Saylor was able to fulfill the campaign’s objectives. The campaign's focus on community-driven content and real-time engagement ensured that fans were not just following the story but were a part of it, ultimately driving sustained buzz and anticipation for the show.
