Overview:
In Spring 2025, 11:11 Media launched My Friend Daisy, in partnership with iHeartRadio, an original true crime podcast executive produced by Paris Hilton. The podcast quickly emerged as a standout hit, surpassing 1M total downloads in its debut season, charting on both Apple and Spotify, and generating media buzz within and beyond the true crime community.

My Role:

I managed marketing execution for the series, partnering closely with the broader 11:11 Media team, senior leadership, iHeartRadio, and multiple agencies. I led campaign planning and day-to-day activations, covering:

  • Press & Launch: Supported the development of a strong initial push via Deadline exclusives and coordinated cross-platform trailer launches to ensure high-impact reach.

  • Paid Media: Built and optimized campaigns on Meta, TikTok, Podroll, and iHeartRadio to maximize conversions and deliver against ambitious download targets.

  • Influencer Marketing: Orchestrated a targeted influencer campaign, focusing on authentic content creation with micro- and mid-tier TikTok talent in the true crime space.

  • Social Media Content & Fan Engagement: Collaborated with the social media team on episodic content direction and engagement tactics, helping shape fan-facing narratives, weekly story blocks, and Paris-centered activations across Instagram and TikTok.

  • Performance Analytics: Generated detailed campaign reports and distilled actionable insights to inform mid-flight optimizations and overall campaign learnings.

Highlights & Impact:

  • Achieved 1.1M+ total downloads, exceeding episode download goals by 2x.

  • The podcast ranked in Apple Podcasts Top 10 (All Shows & True Crime) and Spotify’s Top 20 (US True Crime) charts.

  • Drove 4M+ organic social impressions, 2.3M+ video views, and $19.7M earned media value.

  • Generated over 125M additional impressions and strong engagement through coordinated influencer and paid media campaigns.

This campaign showcased how collaborative, audience-first strategies—built around Paris Hilton’s presence and authentic, multi-channel storytelling—can turn a new IP into a cultural hit.

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