The devil is in the details. "Wondery Exhibit C" analyzes, uncovers and impacts– with shows like Morbid, Dr. Death Scamfluencers and Kill List.
Exhibit C is Wondery’s True Crime sub-genre in its third year of being the destination for passionate true crime audiences, inviting them to not only listen but "go behind the tape". As Wondery's second major tentpole of 2024, Exhibit C continues to push what is possible across the greater Amazon organization and leans into new marketing tactics for experimentation. This is Wondery’s most established sub-brand to date – with a campaign that included experiential activation reflective of that magnitude of success and scale of offered content to broaden brand awareness.
“Wondery’s goal in establishing the Exhibit C brand is to continue delivering incomparable audio content within the genre, while also fostering a wider community for fans to connect, engage and experience true crime storytelling beyond their earbuds,” said Blad Norman, Wondery’s Head of Global Marketing. “We are excited to offer listeners a one-stop destination that houses their favorite content, and unveil more ways to interact with the stories that fascinate them.”
A month-long (October 2024) campaign to support a new slate of true crime-inspired programming and positioning of Exhibit C as the go-to source for thoughtful and respectful, yet thrilling true crime content, appealing to both skeptical potential listeners and dedicated true crime fans, included large-scale experiential events and a global multi-media campaign with custom social and audio.
Previously, Wondery Exhibit C had existed as an online community on Facebook and as a single day event in 2023 that engaged 1,000 TC fans with a deep dive into captivating genre content. In 2024, the campaign extended activation to build on the existing true crime community and expand the Exhibit C brand and grow the community. Focusing on expansion tactics and driving uniques, Wondery introduced this expanded audience to their Exhibit C/True Crime franchise extensions, including the Dr. Death live tour.
With global multi-media and custom audio and social campaigns, Wondery Exhibit C reached millions of true crime enthusiasts solidifying Wondery as the Number One destination for True Crime content.
*During the campaign, Wondery launched Kill List, its biggest show launch since 2021, which hit #1 on Apple Podcasts in six countries.
