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

Gypsy Rose Blanchard Partnership

Entered in Brand Partnership

Objective

With unprecedented public interest surrounding Gypsy Rose Blanchard's release from prison, Hulu seized the opportunity to deliver exclusive, must-watch content to our audience. By proactively planning a digital and social campaign and securing direct access to one of America's most talked-about cases, we reinforced Hulu's position at the center of cultural conversation.

Strategy

Ahead of Gypsy Rose Blanchard being released from prison Hulu planned a proactive campaign to be the center of the conversation and the home of Gypsy Rose Blanchard. Hulu bought digital banners across entertainment publications that would run atop stories featuring any Gypsy Rose Blanchard coverage, with cheeky messaging centering Hulu as the home of Gypsy Rose Blanchard. In addition, Hulu secured exclusive access to Gypsy Rose Blanchard for a compelling interview. The conversation generated high-impact content pieces that were strategically distributed across Hulu's Instagram and TikTok platforms, capturing massive audience interest in this cultural moment. The timing aligned with increased viewer interest in Blanchard's story, including the The Act and the Lifetime documentary special, available to stream through Hulu + Live TV.

Results

The exclusive interview resonated powerfully with audiences, generating massive engagement across social platforms. The content captured the cultural zeitgeist, amassing 31M views and 1.6M engagements – demonstrating Hulu's ability to deliver must-watch moments that drive social conversation. Additionally, titles on Hulu centered around Gypsy Rose saw increased engagement, with Hulu’s 2019 Original “The Act” hitting the Top 15, ultimately showcasing how capitalizing on cultural conversation can drive engagement to older titles.

Media

Entrant Company / Organization Name

Hulu Brand

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Entry Credits