How Peel Regional Police Reached 25M+ Views and 1,400% More Engagement in 5 Months
POV Marketing helped Peel Regional Police generate over 25 million views and a 1,400% increase in engagement in 5 months. They weren't selling anything. The goal was trust with the community they serve, and that's the hardest thing to build online.
The client
Peel Regional Police serves the cities of Brampton and Mississauga plus Toronto Pearson airport. That's over 1.5 million residents and about 2,400 police officers. Right in our backyard.
The challenge: trust is the entire game
Most of our clients want leads. Peel Police wanted something harder: real connection with the community.
Public trust takes years to earn and one bad post to lose. And most public institutions post stiff announcements that almost nobody watches.
What we did
Showed the people behind the badge
We swapped official announcements for real officers and real personalities. Content that felt human, not institutional. That one shift changed how the community responded.
Built for reach and conversation
We used the same principles that make people stop, watch and comment, and applied them to public service content most organizations would make boring. That's where the 1,400% jump in engagement came from.
Stayed consistent, with sign-off on every post
Trust in an institution is built the same way as trust in a brand. You show up again and again with content people connect with. Every video was shown to Peel's team for sign-off before it went live on their Instagram.
Behind the scenes
The results
In 5 months: 25M+ views and a 1,400% increase in engagement on Peel Regional Police's Instagram account.
In their own words
- 25M+ views in 5 months
- 1,400% engagement increase
- Stronger community trust
What this means for public sector and community organizations
If this system can build trust for a police service, where trust is the whole job, it can build it for a municipality, a hospital, a school board or a non-profit. Same rules apply: show real people, earn attention in the first 3 seconds, and be consistent.
What this means for Peel businesses
The same audience that watched Peel Police content is the audience your Mississauga or Brampton business is trying to reach. We already know what makes this community stop scrolling. See our social media marketing for Mississauga and Peel.
Frequently asked questions
How many views did Peel Regional Police get?
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Over 25 million views in 5 months, with a 1,400% increase in engagement.
Can a government or public sector account really go viral?
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Yes. Peel Regional Police did it by showing the real people behind the badge instead of posting official announcements.
Is public sector social media different from business social media?
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The goal is different (trust and engagement, not sales), but the mechanics are the same: a strong hook, real people and consistency.
How did approvals work with a police service?
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We produced the content for Peel Regional Police's Instagram account, and their team reviewed every video before it was posted.
Do you work with other public sector organizations?
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Yes. We work with public sector and community organizations across the GTA. Get in touch to see if it's a fit.
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