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Special Project

Special Project
From the 12th Annual Shorty Awards #HateLike

Finalist in Travel & Tourism

Gold Honor in Hashtag


Offer the solution to a pervasive but unspoken social media behavior. Travel happens on social media – it’s where people present their best selves and showcase all the brag-worthy places they go. There’s no escaping it. Especially for the people who aren’t on incredible trips themselves. So how do you convince people to stop envying their friend’s trips and use to take a bragworthy vacation themselves?

Strategy and Execution

We put a name to one of the most absurd yet relatable social media behaviors we’re ALL guilty of. You know, when you “like” someone’s perfectly filtered travel pic, even though it fills you with intense jealousy. We call it the ‘Hate-Like’. Through TV, online video, social, events and partnerships, we set out to make it a thing. Then we proved as the solution to getting hate-likes yourself.


The 360 campaign generated 2.85 billion impressions, a 55% social video view rate (205% above benchmark), and a social media following increase of 36%. Now, in a world where “doing it for the gram” is at its peak, so is the #HateLike, with a 2,000% increase in its use since the launch.


Video for #HateLike

Entrant Company / Organization Name

Crispin Porter Bogusky,, MediaCom, and IFC Next


Entry Credits