THE 14TH ANNUAL SHORTY AWARDS

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

The D’Amelio Show x Tiny Kitchen Partnership

Entered in Branded Content

Objective

Hulu Originals’ documentary series "The D’Amelio Show" chronicles the burgeoning fame and drama of young Charli D’Amelio, a TikTok star from Connecticut living in Los Angeles, supported by her parents and sister. As her fame and following grow and take their toll on her and her family, viewers are pulled in by this real, honest, and humbling approach to reality filmmaking. As part of the promotional campaign for season 2, Hulu partnered with Tiny Kitchen and Tastemade to create a short video designed for social media platforms. Tastemade is known for its series of cook-off videos, which feature beloved actors and comedians in friendly competition surrounded by a pleasant aesthetic. The close, familial vibe is a perfect match for the D'Amelio family, and the partnership helps amplify the viewer's appreciation of the sisters as real people who have real lives, interests, and quirks.

Strategy

We knew that Dixie & Charli could sing and dance, but how did their skills compare in the kitchen...a tiny kitchen to be exact! In this special episode of Tiny Talk, we challenged Dixie & Charli to make the ultimate Tiny Emoji Cookies, all while answering fun questions about Season 2 of The D’Amelio Show. The promotional video was uploaded to Facebook, Tiktok, Instagram, Pinterest, and Youtube. In the 4-minute video, the sisters baked miniature emoji-themed cookies and conversed about their lives and the show. Utilizing cute miniature utensils and even a doll-sized oven, the pair enjoyed their time on camera, inviting fans to feel like they were right there with them. The brand’s promo highlights a fun, casual vibe, with a quirky look at the D'Amelio sisters.

Results

“Tiny Talk: Tiny Emoji Cookies” garnered a total of 2,438,244 views and 3,632,780 impressions.  The Tiny Talk video drove engagement rates in-line with platform benchmarks, resulting from 8.7k+ cross-platform engagements. Tiny Talk content was buzz-worthy on Tiktok, generating ~20% of total campaign views. Engagement Rate and VCR were both in-line with benchmarks with an +8% Higher Facebook reaction rate compared to the channel average during this time period.

Media

Entrant Company / Organization Name

Hulu Originals

Links

Entry Credits