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/16th/"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
From the 16th Annual Shorty Awards

Cruel Summer Tumblr Takeover

Gold Honor in Paid & Amplification

Objectives

Set in an idyllic waterfront town in the Pacific Northwest, the next chapter of Cruel Summer follows the rise and fall of an intense teenage friendship. Approaching the story from three different timelines surrounding Y2K, the season twists and turns as it tracks the early friendship between Megan, Isabella and Megan’s best friend Luke, the love triangle that blossomed, and the mystery that would impact all of their lives going forward. The main objective of Freeform’s Cruel Summer Season 2 Tumblr Campaign was to create a unique digital experience, expanding the world of Cruel Summer beyond our main marketing channels, and onto a nostalgic digital space.

Strategy and Execution

We launched an entire Tumblr homepage takeover with Cruel Summer branding and a 1999/Y2K feel. This digital Tumblr campaign included the homepage takeover inclusive of the Tumblr logo itself, a revamp of the Freeform Tumblr page, and social content driving fans to stream Cruel Summer Season 2. Custom throwback content and exclusive clips featured on the main Tumblr feed and show channel gave fans a reason to come back for more, and created buzz around newer episodes. By tapping into this nostalgic social platform we were able to unlock a fan base that helped further awareness and excitement for Season 2.

Results

Freeform’s Tumblr Takeover on Cruel Summer Season 2 surpassed all expectations by garnering 21MM impressions, a 209% over-delivery for the campaign. The takeover on the main page had 166%+ toggle activations vs. deactivations which highlights the love users had for this campaign. The campaign also generated a 765% spike in conversation for the series on the Tumblr platform.

 

Media

Entrant Company / Organization Name

Freeform

Links

Entry Credits