9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Project Sammy's Way

Entered in Comedy Video

Objective

The objective was to find an inventive digital-first approach to promoting Project Runway beyond clips, promos, and recaps that would engage the show's active social audience.

Strategy

We took the character of Sammy Samantha, created by Lily Sullivan, and developed an idea which would act as an original short comedy series as well as a recap of the show. We turned the character of Sammy into a "designer" who had failed to get on Project Runway for the past nine seasons. Fed up, she decides to insert herself into the show anyway. Each week she edits herself into the episode, interacting with the stars as she attempts the very same challenge as the contestants. Fans got to see the characters they love mashed up with a hilarious new character that they instantly fell in love with.

We distributed the show across Lifetime social channels: Twitter, You Tube, and Facebook, home of our most active and engaged social audience.

We produced an episode of "Project Sammy's Way" for each episode of "Project Runway" - fourteen in total.

Results

"Project Sammy's Way" was an instant hit with its first Facebook post garnering 212k organic views, 4k likes and 755 shares. Its 10th episode, co-starring Carly Chaikin of Mr Robot, earned 633k views and was featured on EW.com

Project Sammy's Way exceeded our expectations in views, engagement, and buzz. It highly engaged our exisiting social audience, attracted a new audience, and proved that an inventive digital-first approach could add a reinvigorating dimension to one of Lifetime's longest running linear franchises.

Media

Video for Project Sammy's Way

Produced by

Lifetime, 45th and Dean, A+E Networks

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Vine and the rest of the social web.

The 9th Annual Shorty Awards will be held April 23, 2017 in NYC and streamed to the public.