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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.

grown-ish Social Video Campaign

Entered in Multi-Platform Campaign

Objective

In the third season of Freeform’s original series “grown-ish”,  Zoey (Yara Shahidi) and her friends return to Cal U with confidence and swagger. They all think they’ve got their Junior year on lock, but quickly realize that they’re not as grown as they think. And one character had a mother of a secret - she’s pregnant!

The primary goal was to make a big splash announcing the return of grown-ish, celebrating and engaging with fans all across social media.

Strategy

Freeform created a culture-forward,  fan-first social campaign to hype fans for the new season and keep the show in the zeitgeist all season long.  We leaned into culture with a buzzy HBCU-style marching band video which showcased the character’s individuality using the show’s iconic theme song.  Then, we broke the internet with a teaser campaign hinting that a character is pregnant, driving huge buzz and speculation among the fandom.  We kept the fans engaged all season long with script-to-screen videos highlighting our cast bringing fan-favorite moments to life, fan tweets and character text message chats that could be shared and re-watched.

Results

grown-ish ranked #1 in social interactions among ad-supported cable comedy series (188k per episode) this season.  The announcement of a fourth season was made at the Television Critics Association winter press tour in January, less than 24 hours after the college-set comedy returned for its third season with a mother of a twist: One of Zoey’s roommates is pregnant!

Media

Produced by

Freeform

Link

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