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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.

Motherland Social Campaign

Finalist in Native Advertising

Objective

Set in an alternate America where witches ended their persecution by cutting a deal with the government to fight for the country, Motherland: Fort Salem follows three young women from training to deployment, as they fight terrorist threats with supernatural tactics.  Positioning the show as epic & empowering with strong female narratives, Freeform used unique creative to introduce Motherland as a provocative new original series and literally break through the social feeds of our fans.

The goal was to successfully launch Motherland; to introduce the characters and build out the world of the alternate America where the traditional roles of gender and power are flipped and female witches are on the front lines of battle.

 

Strategy

Positioning the show as epic & empowering with strong female narratives, Freeform used unique creative to introduce Motherland as a provocative new original series and literally break through the social feeds of our fans.

Results

Our fan-first campaign generated 220MM organic impressions.  Motherland was the most buzzed about new ad-supported scripted cable series this broadcast season on social. Motherland: Fort Salem was the #1 driver of social video views for new scripted cable drama series (250k per episode) and #2 scripted cable drama overall behind The Walking Dead.  Freeform announced in May its renewal of Motherland for Season 2, just one day before the Season 1 finale.

Media

Produced by

Freeform

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.

winners will be announced in may. follow us to be notified!