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

How To Die Alone 360 Campaign

Entered in Integrated Campaign, Television

Objective

The witty dramedy series “How To Die Alone” follows Mel (Natasha Rothwell), a broke, fat, Black JFK airport employee who’s never been in love and forgotten how to dream, until an accidental brush with death catapults her on a journey to finally take flight and start living by any means necessary.

We live in a highly individualistic society, but as “How to Die Alone” suggests, there is a significant difference between being alone and loneliness. As Mel struggles, with startling honesty, to reimagine her life, she wrestles with the role she’s had in stifling her future. After all, you can’t expect to lean on anyone else if you can’t depend on yourself. 

Ahead of the series premiere, Onyx Collective aimed to create a memorable 360 marketing campaign that resonated with viewers through its relatable themes, ultimately exciting and driving audiences to tune in to “How to Die Alone” on Hulu.

Strategy

In promoting “How To Die Alone,” Onyx Collective tapped into Mel’s character journey and the show’s many relatable themes to connect with the target audience. These ideas included: the fear of loneliness and isolation, the desire for (and struggle to create) meaningful human connection, self-sabotage, introspection, and self-improvement.

Key elements of the 360 campaign included:

Results

To date, the “How To Die Alone” “Boss” trailer has 8 million+ views on YouTube.

The social media campaign and accompanying influencer partnership campaign seeded millions of engagements and impressions.

Media

Entrant Company / Organization Name

Onyx Collective

Links