ENTER THE 2021 SHORTY IMPACT AWARDS

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 11th Annual Shorty Awards

Momsplaining Season 2

Finalist in Branded Series

About this entry

Johnson's® partnered with ELLEN for the relaunch of their brand by sponsoring the second season of Momsplaining, a six-episode series that premiered in September 2018. Featuring Kristen Bell, the creator of two tiny humans, Momsplaining created a synergistic editorial environment for Johnson's® to be showcased. Johnson's® brand integrations were seamlessly incorporated throughout the episodes via talking points, product shots, on-screen overlays/graphics and product demonstrations. This content was distributed on ELLEN's O&O ellentube and ELLEN's YouTube Channel. We then harnessed the power of ELLEN's and Kristen Bell's official social platforms to drive their loyal followers to tune into and engage with the content.

Collectively, the goals were to continue to engage with moms, all while provoking reconsideration of Johnson's® by showing how the brand was modernized. Through brand integrations, ELLEN was able to show viewers how the new Johnson's® has raised the bar in baby care, all while entertaining viewers at home.

Why does this entry deserve to win?

Johnson's® partnered with ELLEN for the relaunch of their brand by sponsoring the second season of Momsplaining, a six-episode series that premiered in September 2018. Featuring Kristen Bell, the creator of two tiny humans, Momsplaining created a synergistic editorial environment for Johnson's® to be showcased. Johnson's® brand integrations were seamlessly incorporated throughout the episodes via talking points, product shots, on-screen overlays/graphics and product demonstrations. This content was distributed on ELLEN's O&O ellentube and ELLEN's YouTube Channel. We then harnessed the power of ELLEN's and Kristen Bell's official social platforms to drive their loyal followers to tune into and engage with the content.

Results

We worked in tandem with our Emmy Award-Winning writers and producers to align Johnson's® with our highly-anticipated S2 of Momsplaining.

"Momsplaining" featuring Kristen Bell, delighted viewers and created a community for moms and females overall to talk about the good, the bad, and the ugly of motherhood.

Chatter was ignited across social, not only thanking Ellen and Kristen, but also celebrating a series that captured the realness of parenthood -- one that many publishers ignore.

With 81MM+ cross-platform views, 240MM+ impressions and 2.7MM+ engagements to date, Momsplaining S2 over-delivered across the board for Johnson's® .

S2 of Momsplaining is the top Ellen Digital series by average Ellentube views per clip.

It also has the 2nd highest average views per Instagram clip, with an average of 2.8M views per clip.

Media

Produced by

Ellen Digital Network, Johnson’s®

Link