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Special Project

Special Project
From the 14th Annual Shorty Awards

Hello… @YouNetflix

Bronze Honor in Twitter Presence

About this entry

Arguably best known for its notoriously active and popular Twitter presence, YOU has claimed a spot in the cultural zeitgeist. On Twitter, @YouNetflix strives to stay in the cultural conversation year-round, driving fan engagement with topical and timely memes, bespoke show-driven content, and fan-focused activations. The goal for the YOU handle is to stay as fun and talkable as Joe is dangerous and creepy.

Why does this entry deserve to win?

When tackling our Twitter handle, we know the fans expect nothing less than a killer presence 🧢. We always prioritize keeping our social community on their toes when it comes to Joe and his never-changing ways. In addition to catering to the fans with topical memes and trends a la relationship red flags, Red (Taylor’s Version) drop, or [insert weed here], we made intentional efforts to welcome new fans to our pages. 

We gave our old fans a refresher and our new fans a warm welcome with a live tweet of the Season 2 finale. With anticipation at an all time high, we dove into Season 3 with custom emojis and hashtags populating the feed, each rendering a different version for light mode and dark mode. After giving fans time to binge through the season, we changed our dark mode emoji to show Joe with an eiffel tower in the background, alluding to the possibility of an international excursion for our main character.

Once Season 3 dropped, we knew that the build up to Natalie’s short-lived screen-time would be sure to grab some attention. Our fans were shocked at just how quickly the Quinn-Goldbergs disposed of their new neighbor. But just how quickly did they kill her off? We’re happy you asked. We created a Twitter thread naming things that happened in the first two seasons of YOU that had a longer run time than Natalie’s plotline in the third season. 

Beyond our timely memes, @YouNetflix’s Twitter always strove to stay in the cultural conversation with real-time reactions (hello…. Cardi B) and humorous and active community management. 


have you looked at our Twitter? lol it’s hilarious. 

In all seriousness, between our memes on memes on memes, our real time reactions, and our commitment to fan service, it’s no surprise that the YOU Twitter handle continues to kill (almost as much as Joe).

Stand Out Moments:
388K uses of our hashtag and custom emoji.

Trending on 8/30 under TV Drama with our Date Announcement drop.

Trending on 9/17 under TV Drama and Teen Drama with our Trailer drop.

Trending on 10/12 under Teen Drama with our Fan Screening event.

Trending on 10/14 leading up to launch on 10/15.

“#YouS3” peaked at Number 3 on Twitter the day of release 10/15.

Throughout the launch weekend, various character names began to trend including, “Love Quinn”, “Theo”, “Natalie”, and “Joe Goldberg”

Trending on 11/5 with Cardi B’s tweet.

Trending on 11/16 with a Fox News on-air video.

Platform growth: +63,830 for a total of 299,875 Followers


Video for Hello… @YouNetflix

Entrant Company / Organization Name

Ralph Creative, Netflix


Entry Credits