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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.

Discovery’s Shark Week TikTok Livestream Series

Entered in TikTok

Objective

The goal for this campaign was to bring the iconic tentpole event to TikTok’s diverse and younger audience. The livestream tool was the perfect means to educate and inspire viewers about the importance of shark conservation in a real-time format. 

Strategy

Our strategy was to create immersive experiences. Each livestream provided evidence-based, expert-driven programming. The POV-style of the content was designed to fit TikTok's vertical format and facts were introduced through on-screen pop-ups or talent-led voiceover. 

The 1st event was a trained diver's shark feeding in GA Aquarium’s Ocean Voyager. The 2nd followed a marine biologist's Bahamian dive to film with hammerhead sharks and the 3rd culminated in Shaq's encounter with a whale shark.

Results

Our account grew by 26% over the course of these livestreams. Each drew at least 200K unique viewers. Discovery’s own TikToks received 36MM views and 6.2MM likes. #SharkWeek accumulated over 865MM views & over 320K UGC videos were created.

Media

Produced by

Discovery’s Factual multiplatform team, Delve Media, Georgia Aquarium

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

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