(Poster, Photo source: IMP Awards)
Lifetime’s The Client List takes the 2010 television film of the same name, which garnered star Jennifer Love Hewitt a Golden Globe nomination, and turns the premise into a weekly TV series.
The extremely watchable, entertaining, and sexy series premiered on April 8 to "solid" numbers and has continued to lure clients back.
Premise: Taken from the synopsis, the show follows a Texas housewife and mother Riley Parks (Hewitt) who, "after being deserted by her husband, ends up working at a day spa that offers more services than she initially believed."
The hook:
(Photo source L-to-R: IMDB and CBS, Client List Facebook, Client List official site)
- Jennifer Love Hewitt starring vehicle. Hewitt's coming off her last series, CBS's Ghost Whisperer, where she cultivated a following for playing empathetic and amicable Melinda Gordon for five seasons.
- Intrigue - how far will a woman go in this economy to provide for her family? Also, an insight into a hush-hush profession many are unfamiliar with but interested in watching.
- It's fantasy fun - handsome men, chisel torsos, and sex - with a conscience.
Target audience: Females 18-34 (Secondary: 35-54)
Though Client List’s premise may seem lascivious on the surface, the series is in line with the network’s brand: it boosts a steamy setting and fun cast, yet hits an emotional core showing a woman struggling to protect her family and stay true to her morals at the same time.
Let's take a look at the digital marketing campaign and review what kind of services Client List is offering to keep viewers panting for a return visit.
DIGITAL MARKETING CAMPAIGN
Client of the Week:
Each week on the show, Riley helps a new client on the massage table. In this section on Client List's official site, an in-character blog "written by Riley" provides her thoughts on each client and profile tidbits such as their biggest turn-ons and favorite drink.
Fans can rate each client as a "Dud or Stud?" on a five star scale and be entered in a sweepstakes to win $5,000.
On Target: Viewers only get a glimpse of these men on the show and a side of their story; the "Client of the Week" section colors in some of these drool-worthy characters' background and fills out the exchanges between Riley and her client viewers don't see during the massage.Injecting interaction by having viewers rate each client allows them a chance to see how their thoughts on a man matches up with the consensus.
Missed Opportunity?: While the photo gallery offers screencaps (and some are unflattering) of the guys, they're slim pickings.For a show with an unabashedly racy marketing campaign, including wallpapers for computers and phones of these hunks would be well appreciated eye candy, especially for the core female audience.
Keeping with show's saucy fun, fans are offered (or rewarded) new (preferably shirtless) client wallpapers weekly to "rub" on their smartphones and tablets. Having the option to switch to a new background each week will continually keep Client List on viewers' radar.
Twitter - @RileyParks82:
Instead of employing a standard show Twitter account, Client List opted for a Riley Parks character account where she microblogs about her life and what's happening to her during live episodes.
Riley is a wife and mother first, and reading how she juggles her daily life with a secret job is part of what makes her a fascinating character. She's leading a double life!
On Target: Riley's tweets bridge fans between episodes and reveal things we don't see on screen during live episode tweeting (such as what Riley's thinking when she finds a box of photos).
Tweeting about what Riley was thinking about from a scene in an episode (Screencap from RileyParks82's Twitter)
Although her tweets are mostly mundane (Example: what her kids had for breakfast) and haven't added anything significant to the show's storyline, they are relatable and are realistic for what a single mom might talk about.
Missed Opportunity?: It wasn't until last weekend that Riley replied to fans (in character, of course) and acted like a real user. Riley was essentially blogging, sending out content to readers without giving anything back.
She hasn't retweeted and seldom use trending topics/hashtags that would be relevant to her. Unless she is a Twitter newbie and her lack of interaction is deliberate, the account rings false and doesn't bring the character to life.
If one is a diehard fan, they would continue to read and reply to Riley’s tweets, but there's no gratification when it’s a one-sided conversation. She can also reply to fans who are tweeting about the show as it’s on live.
It's logical for the Twitter account to stay in character, but it doesn't hurt to be more overt when advertising new episodes. No fan is going to mistake this Twitter account as being real, so a few blatant plug for the show, especially on Sundays when it airs, will remind them when it's time to tune in.
Music Guide:
Trying to figure out the title of the song played in the last episode? The Music Guide section on the official site provides a list of songs featured.
On Target: Straightforward and easy for one to find out each song title and artist. The direct link to purchase on iTunes is convenient.Missed Opportunity?: In the second episode, Riley and her co-workers bust out a rendition of "Before He Cheats" by Carrie Underwood during bar karaoke after a bad day.
Providing deeper music engagement, character and show-inspired playlists can be created and shared via Spotify and published on apps such as ShareMyPlaylists.com.
(Screenshot from Spotify playlist)
Some examples:
- Riley's Windows Rolled Down Playlist - favorite songs to play during her daily driving commute to Beaumont
- Travis's Picks / Katie's Faves - her son and daughter's music choices
- Soothing Rubdown - ambiance music for spa-like relaxation, which she sometime uses at work
- Karaoke & Margaritas - a list of songs Riley and her coworkers compile for karaoke night
- Get Over It! - songs to empower and boost self-esteem
Client List's Twitter and Facebook accounts can share music video links and ask fans to tweet Riley suggestions and comment with their favorite tracks.
RECOMMENDATIONS
Recommendations on how to make The Client List the weekly appointment viewers won't dare cancel - Click here to read Part 2
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