Law & Order: Special Victims Unit – Season 25

OBJECTIVES

Our campaign for the 25th season of Law & Order: SVU aimed to engage the show’s dedicated fan base, which has grown over 25+ years. We strived to excite fans for the monumental season while honoring and including the other shows in the beloved franchise. The longevity and lasting footprint of SVU afforded us the tremendous opportunity to create and execute a fan-forward social strategy that spoke to the show’s most passionate fans. 

At the center of our strategy, we celebrated TV icon, Mariska Hargitay and positioned her as the ‘Queen of the TV.” We focused on creating custom social opportunities to honor Mariska and the SVU squad with exclusive content and strategic partnerships. These collaboration efforts elevated Mariska’s profile and also amplified the show’s reach and visibility, fostering greater fan engagement and generating continued buzz on social media. 

We launched our first Instagram Broadcast Channel, titled Dedicated Detectives, creating an exclusive space for the show’s most devoted fans. We partnered with beloved cast members each week to share behind-the-scenes content and surprise messages. Throughout the season, we identified fan-favorite talent appearances and digital easter-egg moments across the franchise that would drive conversation online, while tying back to the celebration of SVU 25!  

DMM’s Talent Services team was embedded on set with talent throughout the milestone season and focused on capturing timely content and coordinating activations with talent across all Law & Order shows. Our social producers amplified the social presence of the cast all season long by providing them with comprehensive 360 support that included everything from tailored ideation, customized trends, curated toolkits, to weekly activations and content production. 

RESULTS

The Law & Order: SVU Season 25 social media campaign successfully drove growth for NBC and the Law & Order handles across various platforms. It also increased engagement on talent handles, generated organic press coverage, and maintained a strong social media buzz throughout the historic season. 

The Platform Management team selected 39 highlights from Law & Order: SVU Season 25 to publish on Instagram Reels, X, Facebook, YouTube Shorts, and TikTok. Through an effective pairing of strategic clipping strategies and exclusive on-set captures, collaborations between the Law & Order accounts and Mariska Hargitay, NBC, and Wolf Entertainment handles earned more than 257M impressions, 58M views, and 11M engagements. These results highlight the effectiveness of our social strategy, firmly establishing Law & Order: SVU as a leading force in the industry and a powerful driver of engagement across social media platforms.

The Talent Services team distributed 200+ toolkits from pre-premiere to the finale, generating 210+ posts from the main cast and guest stars that drove 374M+ estimated impressions, 86M+ views, and more than 11M engagements between owned accounts. The most impactful drivers of growth and impressions were the TikTok-style videos our embeds captured on set to highlight key beats during the campaign. We kicked off production by working with Mariska Hargitay to announce the return of fan-favorite, Kelli Giddish, which earned more than 14M+ views and 775K engagements. To follow, our embedded social content producers partnered with the cast to produce a customized version of the “Of Course We’re Fans”  trend, making it relatable and SVU-focused. This video accumulated 11M+ views and 1.3M+ engagements across channels. To conclude this monumental season, we were on set for talent’s wrap moments and produced content looking ahead to the continuing legacy, working with Mariska Hargitay and Peter Scanavino to “jump” from Season 25 into Season 26. This video resulted in 9.3M+ views and 622K+ engagements across platforms.

By leveraging Mariska’s Instagram account in collaboration with the Law & Order & NBC handles, we drove significant engagement and achieved an impressive 19% increase in followers throughout the season. 

To celebrate 25 years of Law & Order: SVU, NBC transformed Rockefeller Plaza into Olivia Benson Plaza for a two-day immersive fan experience. The event featured a La Colombe partnership, exclusive merchandise from the NBC Shop, and Little Words Project NYC, ending with themed trivia, giveaways, and unique photo moments onsite. This celebration captivated fans and generated an estimated 7M+impressions and 401K engagements across the Law & Order social media accounts. DMM produced 19 pieces of custom talent content during the event. By bringing the event to life across our social platforms, we created buzz and excitement that set the stage for future Law & Order events, ensuring continued engagement and enthusiasm from our dedicated fan base. 

• 25 Fomo Worthy Seconds of Olivia Benson Plaza
• Olivia Benson Plaza Fan Recap

Additionally, our Social Outreach team identified and collaborated with various digital media outlets such as The Hollywood Reporter, Access Hollywood, and Playbill to share exclusive content with star Mariska Hargitay. These opportunities were timed to big beats including the premiere, Mariska’s directorial episode, and the finale. These collaborations resulted in a collective 1.4M+ views and 128K engagements.

Focusing on fan-forward social media content with the cast led to this campaign’s success and a historic Season 26 pick up for Law & Order: SVU.