12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

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.

Lucifer - Season 4 Thirst Campaign

Entered in Television, Multi-Platform Campaign

Objective

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 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 that saved it - and gave into their darkest desires.

Strategy

We started our fan-first approach by going down into the hellish depths of Twitter and Reddit 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 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 1.8M new worshipers, a 72% increase across social, 7.5M engagements, 388M impressions, 44M video views, 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 Lucifer - Season 4 Thirst Campaign

Produced by

hi5.agency, Netflix

Links

Entry Credits

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 final deadline FOR voting and entering in the 12th annual shorty awards WAS on thursday, FEB 20TH.