Wondery Exhibit C

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Challenge

In Oct 2024, Wondery—the global podcast network, and a division of Amazon Music—had a challenge: how do you turn casual true crime listeners into obsessed fans? That’s when they called Gupta Media. As longtime Amazon partners, we were asked to concept and execute a first-of-its-kind creative campaign for Wondery’s curated collection of true crime shows, Exhibit C. Our assignment: develop a campaign as captivating as the crimes that the podcasts cover.

Solution

Making The Most of Premiere Matchups

We called it Your Partner In Crime—a fully integrated campaign that made listeners part of the investigation. The concept was simple: the most rewarding part of true crime podcasts is playing detective. So we invited the audience into a fictional case designed just for them.

Our creative team wrote a case from scratch, then built the entire investigative world around it, from legal documents and crime scene photos to newspaper clippings. Each clue draws you deeper into a story that unravels through the eyes of two obsessive fans: an armchair detective and his best friend, a true crime junkie.

Crafted to break the internet and tailored to the platforms where our audience lives, our creative was crafted to pull viewers deeper into the story—whether they were seeing the campaign for the first time on social media or digging through “evidence” on Wondery’s site:

:30 hero video that teased the case
Hollywood Reporter homepage takeover to spark intrigue
Social assets that stopped the scroll with bite-sized case file drops

Results

Wondery keeps its data under tight lock and key, but the client’s endorsement says it all: “This is the best campaign creative we’ve ever done.”

Case closed.

970x250 Billboard Week 1-v2