ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 8th Annual Shorty Awards

#HaveUFoundtruTV

Finalist in Real Time Response

Entered in Hashtag, Media Buying Strategy

About this entry

Summary:

#HaveUFoundtruTV was a real-time brand awareness effort that anticipated, then capitalized on a specific cultural moment. It was built upon a single Promoted Trend, Promoted Tweets, custom content, and an in-house creative team staffing a social media war room for 48 hours.

The opportunity:

Every March, sports fans searched for the schedule of games on four channels broadcasting March Madness. And every March, a deluge of Tweets expressed confusion regarding @truTV (which shares tournament broadcasting), ranging from those honestly clueless to smart alecks sniping about the network's perceived obscurity.

The strategy:

@truTV created a self-aware campaign for a pre-emptive strike against confusion and sarcasm. Starting on Selection Sunday, truTV would take control of the conversation via a seeded hashtag, custom content, real-time war room, and paid support – most notably timing a Promoted Trend (appearing at the top of Twitter's trends list for 24 hours) for maximum impact – while also an online channel finder (trutvishere.com) providing a sampling of new truTV shows.

The idea:

Create a social campaign that owned the "What is truTV?" conversation, which had been rife with snarky jokes and put downs in preceding years. This year, a self-aware brand voice and nimble responses, driven by a relevant hashtag, would transform negative sentiment into a Twitter win.

#HaveUFoundtruTV was strategically chosen (both for seeding and Promoted Trend) because it simultaneously anticipated and drove the commentary and served as a challenge to @truTV naysayers and newbies alike.

Why does this entry deserve to win?

What We Did (Took Control): With help from our talent, we co-opted, responded and curated the conversation to show prospective viewers we were in on the joke. Beginning on Selection Sunday with content seeding, then followed by Promoted Trend, #HaveUFoundtruTV, a social war room of creatives, community managers, and marketers responded to thousands of real-time tweets. Incoming posts were assessed, then received appropriate replies (mixing pre canned and original content) – while providing a taste of the new truTV.

Based on history, we created 150+ canned responses to expected posts - including situational tweets, social cards and video featuring @truTV talent. The guiding principle: showcase truTV's voice (pride, cheekiness and self-deprecation) while pointing toward an active destination (truTVisHere.com) with Channel/Provider Finder and clips of new truTV programming – and whose url literally answered the question posed by #HaveUFoundtruTV.

The listening/response campaign started when schedules were announced on-air, priming conversations with #HaveUFoundtruTV. Two days later, the Promoted Trend hit and the @truTV marketing office was transformed into a social war room with 30+ writers, editors, graphic designers, and community managers - monitoring/revising/responding in real time to the thousands of tweets about March Madness on @truTV.

Results

Beyond 64 MM impressions, the success of #HaveUFoundtruTV drove a change in perception (positive sentiment +545%), generated great PR (Variety, USA Today ,Yahoo! Sports), and most of all the was the admiration expressed by perhaps the toughest audience: Twitter users.

64.2MM Promoted Trend impressions (273MM Total impressions)

Reached 32.5MM Uniques

*545% increase in positive brand sentiment.

*48% increase Y-over-Y mentions.

Twitter named #HaveUfoundtruTV one of the best examples of real-time marketing, amplification and integration of paid / shared media.

Media

Video for #HaveUFoundtruTV

Produced by

truTV

Links

Entry Credits