THE 14TH ANNUAL SHORTY AWARDS

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

Special Project

Special Project NEW!
From the 12th Annual Shorty Awards

bubly Sparkling Summer Cocktail Recipe Series

Entered in Integrated Campaign

About this entry

This Summer, bubly wanted to establish brand association between the amazing feeling of a summer Friday and the brand. Through a partnership with ELLEN, bubly harnessed Ellen’s official Instagram, and our O&O ellentube.com to extend this brand messaging as consumers scrolled through their feeds through a refreshing Sparkling Summer Cocktail Recipe Series. 

Each Friday during the Summer, ELLEN’s massive Instagram following were delighted with a new Thank bubly it’s Friday (TBIF) delicious cocktail recipe, reminding viewers that they can relax now its Friday, thanks to bubly!  Then the stories were distributed on our O&O ellentube to further drive views and engagement for bubly.

Why does this entry deserve to win?

Harnessing ELLEN’s most engaging platform Instagram, together ELLEN + bubly delivered 10 delicious hand-crafted sparkling summer cocktail recipes to an audience of over 80 million followers that eagerly soaks up everything ELLEN posts. 

The first seven Sparkling Summer Cocktails Instagram Stories Series utilized ‘hands and pans’ demonstrating how to craft easy and delicious summer cocktails using bubly paired with mixers and other refreshing ingredients. For the last three recipes, ELLEN tapped into YouTuber and best-selling author Hannah Hart to teach followers how to make the rest of the recipes. 

Instagram Stories’ length creates a limited time in order to effectively communicate messaging while also considering consumer drop-off.  Because of this, ELLEN had to be crafty in delivering both the recipes and bubly’s brand messaging upfront so that consumers would stay engaged with the content.

Results

Sparkling Summer Cocktails Instagram Stories Series was a massive success delivering over 51 million impressions, 1.8 million video videos and over 856K actions. The first episode alone garnered over 13.2 million impressions. Not only did this partnership deliver on bubly’s objectives but also got fans excited for the weekend!

Media

Video for bubly Sparkling Summer Cocktail Recipe Series

Entrant Company / Organization Name

Ellen Digital Network

Links