CONGRATULATIONS BRAND & ORGANIZATIONS WINNERS! see the list

11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

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.

13 Reasons Why - Finstagrams

Finalist in Organic Promotion

Entered in Instagram

Objective

Coming off one of the most engaging season 1 campaigns in the history of streaming, we were posed with a simple challenge: how do we double down on mobilizing our massive fanbase in a way that's truly unique? The answer: tap into our audience, teenagers, behavior to create secret Instagram accounts called Finstas to develop a truly unique experience designed for the natural consumption habits of our viewers.

Strategy

We crafted 11 unique and robust accounts that brought each fan favorite character to life through carefully curated in-tone photos, captions, and IG stories from a special shoot with talent. Each account was filled over a few months to accurately mimic a timeline of events as if our characters were posting in real-time and knowing that it's now common practice for 16-18 year olds to archive old photos, our accounts maintained the average of 20-25 photos in feed. Every feed was filled with easter eggs, every post alluded to something in the series from Season 1 or teased the upcoming events of Season 2 and was unlocked in a unique way to drive maximum followers our way.

Results

The 11 finstas we unlocked have seen an amazing 3.6M cumulative followers, over 2M total engagements, and over 1.4M IG story views - all without any paid media support or account verification - making this a truly fan owned inititative.

Media

Video for 13 Reasons Why - Finstagrams

Produced by

hi5.agency, Netflix

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, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

The 11th annual shorty awards will be held may 5, 2019 in nyc.