Hartbeat recognized the potential behind the independent podcast Petty Crimes, hosted by friends Griff and Ceara, and saw an opportunity to bring comedy into the popular true crime format. The show was on a six-month hiatus before it became a Hartbeat production. Understanding that many true crime enthusiasts were seeking lighthearted content without sacrificing intrigue, the goal was to bring the show back and transform it into a visually engaging video podcast to grow its audience. The objective was clear: grow the audience, foster engagement, and deliver an unforgettable comedic twist on everyday crimes, no matter how minimal.
Executing the revival of Petty Crimes required a comprehensive and creative approach. The first step was expanding the team beyond the hosts to distribute responsibilities more efficiently, allowing the creative focus to shine. Recording across different locations—New York and Los Angeles—introduced the challenge of making virtual sessions visually dynamic. This was solved by creating a thoughtfully designed set to keep viewers interested in a virtual recording.
Bringing the show’s beloved segments to social media helped create more standout moments and kept fans engaged across platforms. The popular segment, "Criminal or Minimal," became a hit on social and successfully drove new listenership.
As is key with all Hartbeat projects, diversity was woven into the content strategy by infusing Black pop culture moments and guests into the episodes. To grow affinity for Petty Crimes among Black listeners, trending news among Black artists and creators were woven into the Criminal or Minimal segment to create conversations that Black listeners wanted to be a part of.
Petty Crimes’ relaunch sparked a niche fandom, with fans creating a Reddit community to connect with other listeners. Petty Crimes cracked the Top 50 Comedy Podcasts within just six months of its return, which speaks to the fresh and engaging new format.
