THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 14th Annual Shorty Awards

XOXO: Gossip Girl Community Management

Entered in Community Management

Objectives

The goal of the Community Management aspect of the Gossip Girl campaign was to make fans feel as though the online entity portrayed on television was behind the handle liking and commenting with them online. Emulating the voice, writing style, and higher than thou energy, we made sure to upkeep the illusion of a Upper East Side vigilante by entering conversations that were relevant to that elite group, both inside and outside of the show. 

Strategy and Execution

In the pre-season our community management style began by re-invigorating the Gossip Girl pages that had existed since the first rendition of the series. Twitter and Facebook were home base to over a million fans worldwide each. After years of silence, we began to comment on happenings across the web from the Gossip Girl handle on things that we knew she, and those like her would care about. For example, New York Fashion week headlines, Paris Hilton’s engagement, to name a few. This caught the eye of many and spread the word that Gossip Girl was back. As the season got underway the Community Management plan became more robust by implementing the following: 

Results

The result of extending the television entity of Gossip Girl’s voice onto our social campaign resulted in a lot of buzz from news outlets. The general consensus from the public was that the reboot feels like a genuine attempt to extend the greatness of the original into the reboot. As the revival of Gossip Girl pages was one the first indications that something in the world of New York City’s elite was being reborn. It left a great impression on fans that the ethos of the new gossip girl- however questionable- will still be intact. Furthermore it created something for fans to look forward to, because GG was with them in real time giving them the inside scoop of New York’s elites. Paying close attention to her real time comments may give fans just the slightest bit more insight above the rest.

Media

Video for XOXO: Gossip Girl Community Management

Entrant Company / Organization Name

Ralph Creative, HBO Max

Links

Entry Credits