Dirty John: Betty Broderick

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Our campaign was designed remind viewers of Betty and Dan Broderick - the TRUE CRIME story of the seemingly perfect marriage that went terribly wrong and became a media sensation more than 30 years ago. Our creative explored tabloid culture and bring to light a topic that is more relevant than ever: Male power. Female rage and the catastrophic effect that these elements have when they collide.

We targeted these two audiences in paid social and on-air placement programming placement.

The Result.

We maintained the original audience that Bravo had established and added targeted USA and NBC viewers. A 20% bump from the first season . We established a franchise. A third season is on it’s way.

Packaging Treatments

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Audience #1:
Two sides to every story

Creative strives to present both Betty and Dan’s perspective of their failed marriage and the aftermath of their divorce. Who is the villain? Who is the victim? We will leave it to the viewer to decide.

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Audience #2:
True Crime

Audiences love a good true-crime story. And, Betty Broderick’s was one that truly riveted America. Oprah devoted two shows to it, there were countless articles and books written about it. Betty was as much of a cultural milestone as OJ. Through news clips and print headlines we’ll remind (or introduce) the world to Dan and Betty all over again.

The General campaign was tailored to hit our built in true crime audience.

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