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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.

F**kaoke (with Anthony Padilla)

Finalist in IGTV

Objective

One way we help drive new viewership and followers across our social platforms is tapping influencers and talent with established audiences to star in our series. In this episode of our commercial parody That's An App YouTube star Anthony Padilla is the spokesperson for an app to help shy people in bed get a little more vocal about their joy. The video was made to drive viewership and build audience, while also engaging the audience we already have.

Strategy

This video was a perfect fit for Instagram TV. It's extended runtime and deeply engaging subject matter made it just edgy enough to reach our audience (which skews a little older) without triggering the censorship of the platform. By utilizing Anthony Padilla in the video we knew we'd be able to bring a whole new audience to this content. By encouraging him and his fans to share we'd deliver fantastic viewership numbers and a consistent reliable stream of positive fan engagement.

Results

The video produced fantastic results, generating 612K+ views and becoming one of our most engaging pieces on Intagram TV. The video's length allowed us to push Instagram TV's watch time to it's limits and roped in Comedy Central and Anthony Padilla fans to take the full ride with us. Many did!

Media

Video for F**kaoke (with Anthony Padilla)

Produced by

Comedy Central Digital

Link

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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