CHECK OUT THE SHORTY SOCIAL GOOD FINALISTS SEE THE LIST

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 early deadline is on December 3rd, 2020.

From the 5th Annual Shorty Social Good Awards

ELLEN’s Fearless with Ashley Graham, Presented by Total Wireless

Finalist in Technology

About this entry

Ellen Digital Network in partnership with Total Wireless presents the second season of Fearless starring body activist, entrepreneur, supermodel and one of today’s most powerful voices, Ashley Graham.

Fearless captures the ethos of Total Wireless’s “total confidence” campaign messaging by continuing to create meaningful and authentic moments for it to be integrated throughout the series all while impactfully tying the brand to Ellen Digital Network’s audience. Plus through a series of powerful integrations not only did we infuse confidence throughout the series, we also drove consideration to switch service providers.

Ashley, a game changer in the body-positive movement, continues to infuse her personal and candid insights into the six-episode digital-first series where she helps people struggling with confidence issues rally the courage and rise above to be totally and unapologetically fearless.

In Fearless Season Two, Ashley was able to expand her knowledge and influence in new topics such as non-binary individuals and those navigating motherhood for the first time, all while instilling confidence.

Why does this entry deserve to win?

Total Wireless partnered with ELLEN for the second year-in-a-row by sponsoring the second season of Fearless, a six-episode series that premiered in November 2019, to position the wireless carrier as the one that gives consumers total confidence. Featuring Ashley Graham, model, designer, entrepreneur and body positive activist, Fearless created a synergistic editorial environment of authentic feel-good branded content for Total Wireless’s total confidence messaging to be showcased.

Ashley Graham, who has the unbelievable power to connect with the guests, got to the root of their issues and was able to connect by sharing her own experiences in order to help them achieve their own version of total confidence. In this second season, Ashley featured a first-time mom and a mom struggling with postpartum, topics so close to Ashley’s heart that she herself gained confidence in realizing that they were all in this together as a mom-community.

Total Wireless’ brand integrations were seamlessly incorporated throughout the episodes via talking points, on-screen overlays/graphics and product demonstrations. Fearless Season Two was distributed on ELLEN’s O&O ellentube and ELLEN’s YouTube Channel. We then harnessed the power of ELLEN’s and Ashley Graham’s official social platforms to drive their loyal followers to tune into and engage with the content.

Results

The second season of Fearless was a powerhouse partnership with over 111MM total views, 30MM impressions and 2.6MM engagements!

Over the last three years, Total Wireless has had 309 branded campaigns on Facebook and 6 branded campaigns on Instagram. The ELLEN + Total Wireless campaign ranks #1 by views out of all Total Wireless branded Facebook AND Instagram campaigns. 

From an engagement perspective, on average, Fearless comments tended to be longer in comparison to any other ELLEN digital series across social channels and were more likely to mention that they personally related to content.

Media

Produced by

Ellen Digital Network, Total Wireless, Havas Sports & Entertainment and Havas Media

Link

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.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.