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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

At Home With Our Family

Entered in Multi-Platform Campaign

Objective

While COVID-19 halted production for Hallmark Channel’s 2-hour daily lifestyle show “Home & Family” (H&F), Crown Media Family Network’s social media team pivoted quickly & successfully to produce new, original content from March – September 2020 to keep viewers engaged the entire time to ensure we didn’t lose their interest, and to attain high ratings when we launched our new season. This included a collaboration with sister company, Crayola, to support their craft ideas for families staying safe at home. 

Strategy

The social series “At Home With Our Family” (AHWOF) featured Family members cooking, gardening, crafting, working out and more alongside their own families in their own homes. It deepened connections and encouraged more engagement with our fans. 

The social team ideated, produced, scripted & edited the pieces to be shared across Hallmark Channel’s group of social platforms. We also worked with multiple departments across the company to drive awareness & promote corporate priorities.

For Crayola, each week, the social team created original videos that were geared toward activities that parents and kids could do together using items they already had at home or could easily get.

We utilized H&F’s talent to drive tune-in to Crayola’s Facebook Live events, demonstrate how to actually make the Crayola crafts (CIYs) at home with kids, and highlight additional relevant CIYs that would be easy for families to do at home. All our content drove to Crayola.com/athome for more ideas.

TACTICS/EXECUTION:

Results

Quantitative Numbers

At Home With Our Family Content Overall

Crayola Content

 

Media

Video for At Home With Our Family

Produced by

Crown Media Family Networks

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, Snapchat, and the rest of the social web.

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