In USA Network’s reality competition series, The Anonymous, lying and deceit is key to winning. When it came to driving awareness and buzz around the premiere, who better to partner with than celebrity grifter and con artist, Anna Delvey?
With “Hire Liars,” USA launched an unexpected partnership with known liar Anna Delvey to produce noisy custom content that leveraged her recognition and propensity for making pop culture headlines to generate earned media and drive social conversation around the show.
The Anonymous show delves into the digital world of two-faced liars and manipulators—which makes Anna Delvey the perfect spokesperson to spread the word.
With a series of linear spots and custom social content, Anna put a 360 spotlight on the cheeky but relatable themes that The Anonymous is all about, from introducing the gameplay to the deceptive skills required to stay in the game:
“A Thing Or Two” :30/:15 Spots: Two attention grabbing promos where Anna introduces audiences to The Anonymous with nods to her past (ankle monitor and all)
“Liar Lessons” Social Spots: A shortform satirical video series where Anna shares invaluable secrets of deception as tips to win The Anonymous, from gaslighting and negging to deflecting.
“Anna’s Hot Takes” Recaps: Social-first videos where Anna shares candid commentary and reactions to the contestant’s various strategies from the first two episodes.
This partnership also marked Anna Delvey’s official return to social media, after a court-imposed ban paired with her house arrest. On August 16, a judge ruled to let Anna return online and by August 17th, our partnership launched both on-air and from her Instagram.
The content on Anna Delvey’s Instagram earned 3.34M views, 45K engagements and reached almost 2.3M accounts.
Across the USA Network owned platforms, the custom content earned 40M impressions, almost 19.5M views and over 30K engagements.
The partnership also generated press pick-up across E! News, Collider, Decider, New York Daily News and Parade Magazine.
