Since its debut in April 2018, BBC America's drama series Killing Eve has become a household name with passionately dedicated worldwide fandom. When the highly anticipated second season was announced, we were absolutely dying to slip on our pink dress and give fans a killer experience on social.

To lure existing fans back and entice new audiences to join Villanelle and Eve’s thrilling game of cat and mouse, our campaign needed to go far beyond the livetweet. We accomplished this through an unconventional focus on the villain of our story, rather than the hero, and a playful fan-driven approach to content that both emulated how Villanelle toys with Eve and allowed for opportunities to satiate the fandom's hunger for engagement.

Leaning on the show’s tradition of using postcards to assign victims, Villanelle's penchant for writing notes and her constant travels, we used postcards to both reveal each week’s episode title and tease potential victims and plot points:

The fandom are as obsessed with Villanelle as Eve is (if not more). This season, we immersed fans in all things Villanelle:

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Assassin but make it #fashion. #KillingEve

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Tag yourself. #KillingEve

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Though Villanelle was our focus, there's no way we can forget about the show's titular character, Eve. Fans are consumed by her tenacity to catch Villanelle and enthralled by the tension between the two women – this season, we dialed up the heat.

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So close and yet... #KillingEve

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We continued to embrace the twisted elegance of the show, ratcheting up our standards of excellence with evolving GIF treatments fans called out as gorgeous, and playful video elements with easter egg animations that emulated dialogue and the show's quirky tone:

We created a series of games and prompts across key platforms that were easy to participate in and emulated how fans already use social media:

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Which Villanelle are you? #KillingEve

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Perhaps above all, the fans crave insider access and ways of integrating Killing Eve into their lives. Through social, we were able to provide an experiential aspect to the series:

The campaign’s success was apparent in all KPIs – we saw faster fan growth, higher fan engagement, as well as a larger volume of conversation and interest in the show.

Compared to the Season 1 campaign:

  • Fan growth more than doubled
  • The total fan-base grew by +5x
  • Average post engagement was +6.6x higher
  • Volume of Twitter conversation was +5.3x higher
  • Interest in the series was +2.6x higher

But all the metrics in the world pale in comparison to the incredible support of our fans: