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.

Momsplaining Season 2

Finalist in Branded Series

Objective

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.

Strategy

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.

Produced by

Ellen Digital Network, Johnson’s®

Link

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.