Best Entertainment Online Campaign

Lifetime’s “Devious Maids” follows a tight knit group of ambitious Beverly Hills maids with big personalities and dreams of their own. The maids’ passions and intrigue keep them at the center of the drama as tensions ignite between the ‘haves’ and the ‘have mores’. Set in motion by a maid’s mysterious death, this comedy-drama series unravels affairs and exposes secret lives. Learning the truth means digging through piles of dirty laundry and who better do that then the maid. Whoever holds the dirt holds the power. The series was created for Lifetime by Marc Cherry (who also created the hit ABC series "Desperate Housewives") and is executive-produced by Latina “Desperate Housewives” alumni, Eva Longoria. Lifetime’s core demographic is women 18-49. To promote and excite viewers for the scandalous new series, Lifetime created a series of creative digital overlays. Targeting highly trafficked sites, which included Yahoo!, US Weekly and People, housekeeping imagery, animated feather dusters and steamy windows, are used to tell a story about the hidden, messy lives of the rich and famous as seen through the eyes of the maids: it’s a dangerous world filled with lies and deceit, murder and mayhem. “Devious Maids” drew series bests for the network in all key demos, including adults 18-49 (1.4 million), adults 25-54 (1.3 million) and women 18-49 (1.2 million). According to Nielsen, roughly 19% of the audience for “Devious Maids” is Hispanic — nearly double the network’s primetime average.

Contributors:

LIFETIME

Location: USA