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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.

VH1's Love & Hip Hop: Atlanta S9: Stevie J & Eva Play Daddy Daughter Guessing Game

Entered in Video

Objective

Inspired by the viral #GirlDad movement started by the late NBA all-star Kobe Bryant, this video aimed to showcase the softer more paternal side of one of Love & Hip Hop: Atlanta’s most polarizing figures, Stevie J. By removing the drama and chaos of the show, this package with his daughter Eva, a fan favorite, allowed the audience to see Stevie in a way he normally isn’t portrayed during his 9 seasons on television. The video also featured guessing game elements to further highlight the light-hearted competitiveness of the daddy-daughter pair and get viewers more invested in the outcome/end result.

 

 

 

Strategy

The video shines a light one of the marquee names of the Love & Hip Hop franchise, Stevie J and pairs him with his pre-teen daughter who fans can’t get enough of, Eva.  It was launched Father’s Day weekend 2020 across the Love & Hip Hop YouTube, Facebook, Twitter & IGTV pages (with support from VH1 brand accounts) to cast a wide net and reach the audience everywhere they are. Though the video was published a few weeks after the linear airing of Love & Hip Hop Atlanta season 9 finale, it served as a way to keep fans invested in the show’s characters and storylines as the off-season began. 

Results

(as of 11/25/2020):

The video generated over 1MM+ views w/ over 40K+ engagements and received positive sentiment across all accounts where posted with many enjoying seeing Eva’s fun personality & Stevie in a more fatherly role. 

Platform breakout below:

Media

Produced by

ViacomCBS

Links

Entry Credits

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