ENTER THE 2021 SHORTY IMPACT 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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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 12th Annual Shorty Awards

Fearless Season Two with Ashley Graham Presented by Total Wireless

Silver Distinction in Branded Series

About this entry

Ellen Digital Network in partnership with Total Wireless presents the second season of Fearless starring body activist, entrepreneur, supermodel and one of today’s most powerful voices, Ashley Graham.

Fearless captures the ethos of Total Wireless, total confidence campaign messaging by creating meaningful and authentic moments for its target audience that impactfully ties the brand to the Ellen Digital Network audience.

Ashley, a game changer in the body-positive movement, continues to infuse her personal and candid insights into the six-episode digital-first series where she helps people struggling with confidence issues rally the courage and rise above to be totally and unapologetically fearless. In Fearless Season Two, Ashley was able to expand her knowledge and influence in new topics such as non-binary individuals and those nagivating motherhood for the first time, all while instilling confidence. 

Why does this entry deserve to win?

Total Wireless partnered with ELLEN for the second-year-in-a-row by sponsoring the second season of Fearless, a six-episode series that premiered in November 2019, to position the carrier as the one that gives consumers total confidence. Featuring Ashley Graham, model, designer, entrepreneur and body positive activist, Fearless created a synergistic editorial environment for Total Wireless’s total confidence messaging to be showcased.

Ashley Graham, who has the unbelievable power to connect with the talent, got to the root of their issues and was able to connect by sharing her own experiences in order to help them achieve their own version of total confidence! In this second season, Ashley featured a first-time mom and a mom struggling with postpartum, topics so close to Ashley’s heart that she herself gained confidence in realizing that they were all in this together as a mom-community.

Total Wireless’ brand integrations were seamlessly incorporated throughout the episodes via talking points, on-screen overlays/graphics and product demonstrations. Fearless Season 2 was distributed on ELLEN’s O&O ellentube and ELLEN’s YouTube Channel. We then harnessed the power of ELLEN’s and Ashley Graham’s official social platforms to drive their loyal followers to tune into and engage with the content.

Results

The second season of Fearless was a powerhouse partnership with over 111MM total views, 30MM impressions and 2.6MM engagements!

Over the last three years, Total Wireless has had 309 branded campaigns on Facebook and 6 branded campaigns on Instagram. The ELLEN + Total Wireless campaign ranks #1 by views out of all Total Wireless branded Facebook AND Instagram campaigns.  

From an engagement perspective, on average, Fearless comments tended to be slightly longer than any other digital series across social channels,  and were more likely to mention that they personally related to content.

Media

Video for Fearless Season Two with Ashley Graham Presented by Total Wireless

Produced by

Ellen Digital Network

Links