THE 14TH ANNUAL SHORTY AWARDS

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

Industry

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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

Good Trouble Farewell Social Campaign

Entered in Branded Content

Objective

How do you say goodbye to beloved characters after 10 years, straddling across two different series? Freeform answered that question by approaching the final season of “Good Trouble” with a social campaign reflecting a digital love letter to the fans. 

In advance of the show’s final season, Freeform aimed to highlight the endeavors and relationships present in the cast’s long-running tenure across both "Good Trouble" and its predecessor "The Fosters" by tapping into the emotional resonance those relationships had with audiences. 

Strategy

Freeform launched an interactive campaign with fans first in mind, to celebrate "Good Trouble" coming to an end after five seasons.

A long lead social campaign commenced with reactive content to re-engage fans, including sharing fan comments with deep-cut BTS from both “The Fosters” and “Good Trouble” and recapping the fan-favorite relationships with social-forward supercuts. 

The channels then eventized key campaign beats with custom talent content, starting with a premiere-day video message from star Cierra Ramirez seeing 964K views and 45K likes on Instagram. Other beats included exclusive on-set content for social only including Callie’s long-awaited engagement party as well as the final day of filming.

The social team collaborated with the creative group on a custom love letter video to fans—complete with accompanying billboards signed by the cast that were placed across Los Angeles.

In a special tribute, stars Maia Mitchell and Cierra Ramirez were surprised with call sheets from their first day on The Fosters during their last day on the set of “Good Trouble,” creating the top-performing post of the campaign.

Results

Content shared in the week leading up to the “Good Trouble” finale, including custom talent capture, earned 3.4M organic views across FB, Instagram, and TikTok. The Maia + Cierra call sheet surprise earned 1M+ views alone on TikTok. 

Overall, the campaign for the beloved series drove 3.34 million engagements and 21 million video views.

Media

Entrant Company / Organization Name

Freeform

Links