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Special Project

Special Project
From the 11th Annual Shorty Awards

Siren x Tumblr UGC Campaign

Entered in User-Generated Content


Get Tumblr users excited about and engaged around season 1 of the Freeform series Siren via a UGC campaign that encourages users to submit their mermaid fan art, from drawings and paintings to makeup and costumes, while establishing Tumblr as a hub for fans of Siren to discuss, create, and share original content surrounding the show.

Strategy and Execution

The Siren UGC campaign strategy was to encourage creativity while also increasing engagement and interest around Freeform's show Siren. We launched via a call to action on Tumblr and across socials, as well as with a lower third during the Siren series premiere, encouraging users to submit their mermaid inspired fan art to until April 22, 2018. The campaign featured select submissions on, rolling out a few every week over the month long campaign period, with winning submissions receiving an on air lower third feature during the season finale on May 24th, 2018. All terms and conditions were built directly into the submit tool, making permissions to share content on socials and on air (with proper credit to the artist) as easy as clicking a box. This campaign gave artists on Tumblr a unique opportunity and platform to be recognized for their stellar work via the extensive promotion on socials as well as on air to thousands of viewers.


The campaign received hundreds of submissions and featured over 60 pieces of original, user made content on The winning features receiving an on air spot had the opportunity for their art to be seen by a much wider audience, providing exposure for aspiring artists. Furthermore, the pieces of fan art shared on were promoted on platform as well and received millions of impressions. The variety of fan art posts featured on the Siren Tumblr increased engagement around the show not only on the post themselves, but also prompted discussion about the show and the art across platform. Our goal was to inspire creativity and encourage engagement around Siren on Tumblr, and the campaign went swimmingly in both respects.


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