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 Chi

Entered in Organic Promotion

Objective

The goals for The Chi’s organic promotion was to increase fan engagement, video views and grow the following across all platforms. Each social media page for the show provides a unique space for fans to share and discuss their opinions as new episodes become available and as information is shared about casting, premiere dates, events, giveaways and more. Not only was it important to get people to watch the show but also use social media to get viewers and non-viewers invested in the cast and the storylines.

Strategy

The organic promotion strategy included creating specific content for platforms. Fox example filming cast participating in popular trends and using “sounds” leaned more towards platforms like TikTok and Reels on Instagram. More photo/imagery based assets were highlighted across Instagram and Facebook with longform videos, like The Chi Tea aftershow, living on platforms like YouTube. Posting specific pieces of content across various platforms also played into the approach as certain content (promos, scene lifts, etc.) performed well across the board. There were also instances of posts doing well initially on one channel thus prompting for the team to test how it would do on others. The approach also utilized support from Paramount+ and SHOWTIME social handles with shared content between the accounts to increase visibility and impact.

Results

During the season 6B campaign The Chi earned 365K new followers across the lead-in and in-season content, helping the franchise reach 1.8M cross platform followers. On social media, The Chi 6B campaign outperformed the previous season across all metrics generating 161M views (+236% SoS), 7.9M engagements (+517% SoS), and 365K new followers (+410% SoS). The Chi’s #1 most engaging and #1 most viewed posts on record came via a TikTok post during promotion of the season which to date has over 10.8 million views and over 500K engagements.

Media

Entrant Company / Organization Name

MTV Entertainment Studios, Paramount Global

Links

Entry Credits