Showtime previously reported that the last season of Dexter: Original Sin drove 343 million social views and 16 million engagements, while the series finale delivered a 27% increase in audience over its premiere episode. Meanwhile, the recent trailer for Dexter: Resurrection brought in 52.7 million views in its first week and reached No. 4 on YouTube Trending within 24 hours.

“We’ve been seeding their desires with content, compilations, and fan edits, and that’s been our strategy along the way,” Campbell said. “We have these fandoms we create around the franchises, whether it’s Dexter, the Yellowstone universe, or Yellowjackets, where we really super serve them with content everywhere that they are, and social is an important part of that.”

Campbell also said that Hall himself and executive producer Clyde Phillips partnered closely with her teams through plenty of strategy, planning, and creative sessions to ensure the campaign was reflective and celebratory of the show.

“They’re so engaged, grateful, and wonderful to work with, and it just makes it a pleasure,” Campbell said. “It is such a gem of a show because it’s so well-loved. The cast is incredible. The executive producers are amazing, and my teams are really in lockstep around every single thing that we’re doing.”

Going forward, the campaign for Dexter: Resurrection will be extended on social with platform-intentional videos, episodic publishing, compilations, and user-submitted fan edits. Additionally, every episode will be supplemented with an official YouTube after-show, Dexter: Final Cut.

Campbell said that, at the end of the day, it really ties back to the Dexter fandom and how loyal they are to the show after all these years. She added that they even worked closely with Paramount’s research team on the campaign to understand what’s driving fans.

“People love Dexter,” Campbell said. “Dexter has fans of different generations, and I think the one thing they all love is Michael C. Hall. He’s just so iconic to those fans, and keeping them at the heart of what we’ve been doing has been exciting.”