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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.

The first ever TikTok beauty content house

Finalist in TikTok Partnership

Entered in Beauty

Objective

To create the first-ever beauty branded TikTok creator house.

Strategy

Targeting a Gen Z audience, Fenty Beauty invested in its TikTok strategy, first forming a dedicated content creation house before tapping creators to promote the brand. 

The house opened at the beginning of March with a group of five creators chosen by Rihanna. The group posted humour and music-driven videos that subtly featured Fenty products, but weren’t labelled as paid content.

“Our generation is so innovative. I wanted to create a platform for the next wave of content creators,” said Rihanna. “Fenty Beauty House is a hub that will bring this influential community together so they can collaborate.”

Results

The #fentybeauty hashtag had over 93M views on the #fentybeautyhouse hashtag on TikTok in three weeks. Fenty Beauty's TikTok audience grew audience 1180% in a week.

It drove a press frenzy resulting in media coverage in Vogue, Teen Vogue, Time, Harper’s Bazaar, Glamour, People, Billboard, Time and W Magazine. 

Media

Produced by

Fenty Beauty

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.

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