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

The Bachelorette Season 1 Social Campaign

Entered in Television

Objective

With "The Golden Bachelorette," ABC charts a new course with its hugely popular reality series. The show follows Joan Vassos, a 61-year-old grandmother and school administrator from Rockville, Maryland, as she begins her journey for new love. Vassos was previously a contestant on ABC's other more mature Bachelor adjacent series, "The Golden Bachelor."

ABC's objective was to drive viewership to "The Golden Bachelorette," introducing new viewers to Joan and exciting fans of "The Golden Bachelor" for the new series.

Strategy

Seeking a partner is an intimate and personal endeavor, and with its "Golden Bachelorette" campaign, ABC looked to highlight the intimacy and humanity at the heart of the show. The series of promos focused on helping viewers get to know Joan, showing her to be a warm and kind grandmother. She tells the world what she's looking for in life and what she hopes to get out of the series in an interview with her young grandson.  The welcoming environment and the comfortable interactions works to illuminate Joan, or Jojo, as her grandson calls her, as a person.

On the other side of the competition, the campaign featured individual bachelors' introductory videos, spotlighting some of their more wild, funny, and romantic antics. Clip videos featuring all of the contestants allowed viewers to compare their senses of humor, tastes, and personalities, choose their favorites, and decide who to root for throughout the nine-week event.

 

Results

"The Golden Bachelorette" was a hit for ABC. The first five episodes of The Golden Bachelorette averaged 2.7 million viewers per episode, with the premiere episode garnering 2.8 million live viewers.

Media

Entrant Company / Organization Name

ABC

Links