To Catch a Stalker with Zara McDermott: Why Talent-Led Social Campaigns Are Key to Success
The show follows presenter Zara McDermott as she investigates the world of stalking, from the perspective of both survivors and the authorities. It’s a compelling, educational, and at times, tension-filled piece of television. What makes the show work so well is that it doesn’t shy away from the intimate, raw moments. This raw honesty is exactly what resonates with young audiences, 16-25 year-olds who are passionate about issues like equality and inclusion. This series is more than a documentary, it’s a platform for powerful stories, which is the kind of content that thrives on social media.
Our strategy was built on one key insight: the talent is the campaign. We knew Zara McDermott’s existing fanbase was a big asset, so we made collaborations a core pillar of our strategy, discussing our plans and involving Zara as early as possible, and it massively paid off (thank you Zara and Neil!). In total, we posted 13 collaborations with Zara across Instagram and TikTok, far exceeding our initial goal. This amplified our reach significantly, leading to a 51% increase in global media views compared to our previous campaign for her doc. The social-first content created with Zara, such as the “Why I Made” series, highlighted her as an authoritative and trusted voice, which was crucial for a series of this nature.
What’s really fascinating is how the content itself performed. We saw a total of over 12 million global media views. The top-performing assets were not always the short, punchy clips you might expect. The longest piece of content we published, an almost 8-minute clip focusing on a survivor’s story, got nearly a million views, proving that audiences will commit to long-form storytelling when the content is compelling and emotional. This is a clear signal that the younger demographic isn’t as attention-averse as some believe; they just require content that is authentic and meaningful. The comment sections even became a “safe space” for people to share their own stories, which is the ultimate form of organic engagement.
This campaign for a native BBC Three series perfectly illustrates a wider trend in entertainment. Audiences, especially those under 35, are seeking out content that is both educational and deeply personal. They’re not just passive viewers; they’re active participants in the conversation. By leveraging talent and creating bespoke, high-quality content that feels native to each platform, we can build a genuine connection. The success of To Catch a Stalker on BBC iPlayer, with an exceptional skew toward younger audiences, confirms that social media is no longer just a promotional tool. It’s a powerful engine for audience-led discovery and consumption, and for my team, that’s where the real innovation happens.