True crime shows are well-loved, but sometimes they can be a little cookie-cutter… Deadly Waters with Captain Lee presented an incredible marketing opportunity by setting itself apart from other shows of its genre in two ways - it focused exclusively on water-based stories and it was hosted by mainstream talent: Captain Lee Rosbach, of Bravo and Below Deck fame.

Needless to say, Captain Lee’s popularity offered us a really unique opportunity to dip into the Bravo audience (a group that actually shares a few commonalities with the true crime audience, including a significant female skew and a citation of “escapism” as a tune-in driver).

Our main goal for the campaign was to feature a variety of creative assets that were individually tailored to different audiences. We highlighted the unique selling proposition of a series that focused exclusively on water-based stories for the more traditional true crime audience, and strategically tapped into the secondary Below Deck // Bravo audience by placing Captain Lee front and center in on-air and social promo content.

The creative in this campaign was driven by custom shoot footage we captured with Captain Lee, and featured a stunning, water-themed promo packaging (designed in-house). Both of these elements helped to set this show apart from other series on Oxygen True Crime.