Real Life Crime
TRIBE ran a creator campaign for streaming service hayu around its real crime shows, publishing 24 Creator Posts that reached an engagement rate of 2.97%.
Case in 60 seconds
hayu needed awareness for its real-life crime programming and sign-ups to its 30-day free trial, which means a single creator post had to work as both a show recommendation and a subscription prompt.
The campaign appears to turn on the fact that reality and true crime viewing is already a shared, talked-about habit, so a creator filming themselves watching becomes recognisable behaviour rather than an advertisement for a service.
Show the watching rather than describe the service, using the creator's own viewing session with the hayu screen in shot as the evidence that the free trial is worth taking up.
TRIBE briefed creators to submit posts showing themselves watching a real crime show on hayu with the hayu screen featured, to take the 30-day free trial and to encourage their own followings to do the same, producing 24 Creator Posts.
TRIBE reports 24 Creator Posts across Combined Followers of 374,288, generating Likes & Comments of 11,110 and an Engagement rate of 2.97%, with Average CPE printed as 0.26, $0.34 and 0.47.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators were asked to take the 30-day free trial themselves, post themselves watching a real crime show with the hayu screen visible, and encourage their followings to start a trial in turn.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.26 $0.34 0.47 | engagements |
| combined followers | Combined Followers 374,288 | performance |
| creator posts | Creator Posts 24 | content_pieces |
| engagement rate | Engagement 2.97% | engagement_rate |
| likes and comments | Likes & Comments 11,110 | performance |
Why TRIBE's strategy worked
- 1
Requiring the product interface in shot converts a recommendation into a demonstration, because the audience sees the show playing on the named service rather than being told the service carries it.
- 2
A brief that asks creators to take the free trial themselves before posting aligns the endorsement with the conversion step being sold, which makes the call to subscribe read as a repeated action rather than an instruction.
- 3
The comments TRIBE selected respond to hayu as a reality television service rather than to the crime titles, which suggests category affinity carried the engagement while the genre framing did the targeting.
- 4
An engagement rate of 2.97% against Combined Followers of 374,288 sits alongside three unlabelled Average CPE figures, so a cost claim on a creator campaign is only reusable where the currency and the divisor are published with it.