Matlock
For social, we worked with TikTok on a top-feed paid placement for the premiere. Each of these ads was produced and edited by me, with the result leading to over 25 million views.
When it came to looking at the big picture for starting our campaign for Matlock, it came down to one name— Kathy Bates. As a team, it was clear to us that she would be the hinge point for this show, in a role that showcased her… at her best in decades.
The overall strategy had to be two-fold, as we knew the first episode would premiere nearly a month before the second. Our main focus was taking the messaging of the show— that Matlock is NOT who she says she is— and infusing that into our social and on-air marketing.
With all of our efforts, we saw the show soar both on-air and online. Fans were quickly gained and intent on staying. Kathy’s performance was lauded, earning her a Golden Globes nomination for Best Television Female Actor in a Drama Series.
Our full campaign worked towards this moment, with every beat poised for an award-season run. We pushed messaging that brought us the audience we hoped for, fans that might have come for Kathy, stayed for the incredible writing, supporting cast, and show as a whole.