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/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

Red White & Royal Blue Social Campaign

Winner in Copywriting

Objectives

With the original novel having a strong following on BookTok, Red, White, & Royal Blue's social campaign focused on activating the existing fandom while creating maximum buzz and conversation to intrigue new audiences and elevate the launch of the film into a major cultural moment. Faced with union strikes and online chatter that the two leads lacked chemistry, our main objective was to position Alex and Henry's story as the can't-miss romance of the summer, while creating a robust and expansive online community for audiences to rally together on.

Strategy and Execution

Assuming the tone and voice of a witty and authentic fellow fan, we forged an emotional connection with our audience through unique and fan-forward strategies.

 

The highlights of our CM strategy were two in-world character IG accounts where we posted from the POV of our male leads, dropping easter eggs in real time following the chronology of events in the film. This helped build anticipation for book fans while getting our new followers invested in our main couple, and the audience immersed themselves in role-play acting as if these were actual Alex & Henry accounts, fangirling over cute couple moments. Amidst industry strikes, these accounts helped counter the ever-increasing appetite for more content.

 

Our organic and authentic first-person voice also shone in our grassroots effort to expand outside of our own handles and engage with fan accounts. On X, our audience cheered on the rapport that developed between the official title account and RWRB Updates, the biggest of the fan pages. The playful and flirty banter eventually even earned us a ship name - Primedates.

Results

Red, White, & Royal Blue became the #1 most-streamed movie on Amazon Prime Video, trending in 32 markets at launch and hitting the top 5 positions in several of them. With a talkability score of 141,821 and 700.7M total engagements in the first 28 days, it blew release comps out of the water.

The two character IG accounts reached over +125K organic followers combined in the first 24 hours, peaking at +700K over the period of the campaign. In total, we amassed a social audience of over 1.1M+ organically and 1.1M+ direct mentions.

Media

Video for Red White & Royal Blue Social Campaign

Entrant Company / Organization Name

MOCEAN, Amazon MGM Studios

Links

Entry Credits