THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Black History Month 2024: Celebrate Black Stories

Entered in Multicultural Community Engagement, Social Activism

Objective

Hulu is the only streaming service with a year-round commitment to producing and distributing Black Stories inclusive of themes and storylines Black audiences prefer, Black Excellence, Black Joy, and Black Love.

In celebration of Black History Month, Hulu presented a campaign composed of a series of interviews with talented Black individuals to magnify the power and impact of their stories.  The aim of the project was to increase visibility for Black Talent industry workers and their stories. The campaign's goals included the promotion of productions that Black movie and TV talent workers were integral in creating, as well as increase the awareness and understanding of the foundational roles Black people play  that people of color have played in the entertainment industry as a whole.

Strategy

Hulu worked with the stars featured in the videos to highlight compelling, real-life tales of their personal histories and experiences working in entertainment.

Talent featured in the campaign include Emayatzy Corinealdi of Hulu’s "Reasonable Doubt"; Prentice Penny, executive producer of docuseries "Black Twitter: A People's History"; Chandra Wilson, who has starred on "Greay's Anatomy" for nearly 20 years; Sheryl Lee Ralph of "Abbott Elementary"; and Glynn Turman of "Black Cake." In each interview, the creators discuss how their roles in storytelling have impacted their lives and perceptions and reflect on why their work is meaningful and impactful to the world.

Results

17% of Hulu streaming users identify as Black, and Black viewers accounted for 40% of total watch time for a series on Hulu, which Nielsen described as a "particularly strong audience component.”

Media

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