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 12th Annual Shorty Awards

Season 4 Lucifer Twitter Thirst Campaign

Finalist in Twitter Presence, Twitter

About this entry

Much like Lucifer, who was banished to the depths of hell, the show bearing his name was dealt a similar fate when it was canceled by FOX. However, like a phoenix rising from its ashes, Lucifer was not only saved from the outcry of Twitter fans, but found it’s new home on a new platform: Netflix. But how does one take a series that was deemed unworthy by primetime and make it a bigger deal than it ever was? We focused on who was talking about the show - the fans on Twitter that saved it - and gave into their darkest desires.

Why does this entry deserve to win?

We started our fan-first approach by going down into the hellish depths of Twitter to identify the top conversation themes surrounding what fans love about Lucifer. And one topic rose above them all - Tom Ellis' butt. And so we went with it and the Season 4 Lucifer Twitter Thirst Campaign was born. Whatever fans wanted, we gave them, all while maintaining a social tone that positioned us as the biggest Lucifan of them all.

Results

With over 136K new Twitter worshipers, a 37% increase, 780K engagements, 27 million impressions, and even a Season 5 renewal, it was a hell of a success. Proving that fan-first doesn’t have to mean low quality. Because when you find out what fans really want, have the confidence to give it to them. Even when it’s just a devilish butt.

Media

Video for Season 4 Lucifer Twitter Thirst Campaign

Produced by

hi5.agency, Netflix

Link

Entry Credits