The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 12th Annual Shorty Awards

Viral Twitter coverage by Al Jazeera English - #HowToSellAMassacre

Entered in Twitter


- Use Twitter to break the story of our undercover investigation into the US and Australian gun lobby


- Go viral through effective story telling using platform friendly formats


- Become number one trending hashtag in Australia 


- Increasing brand recognition and awareness


👉 Learn more on how we achieved these objectives:

Strategy and Execution

- Effectively using a Twitter Thread for an exclusive presentation of the information and provide the key elements in a social-friendly and easy-to-understand manner


-  Utilising various engaging social assets, including social cards, clips and images, to make the information accessible and easy to follow


- Creating a branded hashtag #HowToSellAMassacre and effectively using it to boost exposure and engagements around the content


- Publishing during a peak time for our target audience 


- Improve the visibility of the content on Twitter to be used by Twitter Moments Australia on their official account


👉 Learn more on how we implemented this strategy:


- Soon after publishing the Twitter Thread, #HowToSellAMassacre became the top trend in Australia and the fourth worldwide.


- ‘Al Jazeera’ was among the top trending keywords in Australia shortly after the Twitter thread was published.


- Twitter Moments Australia curated a landing page using our Twitter thread.


- We received over 22,000 total engagements on the Twitter thread alone.


- We received over 1 million views on the videos published within the Twitter thread.


👉 Learn more on how we achieved these results:


Video for Viral Twitter coverage by Al Jazeera English - #HowToSellAMassacre

Entrant Company / Organization Name

Al Jazeera Digital, Al Jazeera Media Network