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.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

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.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 8th Annual Shorty Awards

Oxygen’s The Prancing Elites Project – Season 1 Marketing Campaign

Finalist in Multi-Platform Campaign

About this entry

The objective of The Prancing Elites Project season 1 marketing campaign was to raise awareness of the new series among W18-34 and drive tune-in to the series premiere. The goals of the campaign were to introduce Oxygen's latest reality docu-series to the network's core female millennial audience, generate buzz and excitement leading up to premiere, and establish an emotional connection with viewers who would rally behind our lovable underdog characters.

The Prancing Elites are a group of black, gay and gender-non-conforming dancers from Mobile, Alabama who march to the beat of their own drum – they are sassy, bold, and hilarious, but they also deal with the relatable struggle of not always feeling accepted. We wanted to tell their authentic story, and generate awareness of the show by establishing larger than life presence in key millennial environments and activating our target audience to become brand advocates, arming them with the tools to drive social conversation around the show.

Why does this entry deserve to win?

Our marketing strategy was to tap into millennial trends and cultural zeitgeist, with three key insights in mind: 1) that our target is constantly connected & sharing with their social networks, 2) they are interested in social issues and inspiring change, and 3) as TV fans, they love to be entertained with drama and laugh out loud moments.

For our media buy, we aligned with relevant content, having presence in LGBTQ environments on TV and online like LOGO and Here Media, and we entered the conversation on social, creating content inspired by topical moments such as Caitlyn Jenner's Vanity Fair cover and Gay Pride Month. We armed our advocates with shareable content, creating inspirational quote images, fun GIFs & videos, and custom brand-integrated articles created by digital publishers such as Elite Daily, Refinery 29, and Bustle. Introductory video content gave audiences insight into each of our cast members, and was supported across all of Oxygen's social platforms with robust paid media. In order to raise awareness on a mass scale among reality TV enthusiasts, we ran a national cable campaign on MTV, VH1, TLC, and Lifetime, as well as the Female & Young Adult clusters on Dish & DirecTV. We aligned with a key TV tentpole event for our target, with a local spot in the MTV Movie Awards, and created custom social content to insert the Prancing Elites into a real-time buzzy conversation. Knowing our cast is so eye-catching and entertaining with their dance moves and sparkly outfits, we employed a targeted video strategy to help sample show content, showing a mix of the humor and the struggles that would be seen throughout the season. We ran paid media across YouTube and Vevo, tapping into music as a key genre as well as like-minded entertainment content, and we owned the largest real estate on YouTube, the desktop masthead, on premiere day for an ultra high-impact takeover.

Leveraging the power and reach of social influencers, we employed two of the top Snapchat creators, Lohanthony and Christine Mi, to take over OxygenTV's Snapchat account leading up to and during premiere. We also partnered with Lohanthony and fellow YouTube influencer Sam Tsui, to film a music video with the Elites that the influencers promoted to their massive social followings. On premiere night, we held Oxygen's first ever Periscope "Kiki" party, featuring the Prancing Elites, in order to engage with Oxygen fans on this emerging platform, and generate excitement for the premiere. The Periscope stream was also promoted across Facebook, Twitter, and Instagram in order to drive traffic.

Results

Season 1 of The Prancing Elites Project was the highest rated series premiere since the network's rebrand in October 2014. The premiere episode had the highest amount of live viewing for the season, along with sizable time-shifted viewing, indicating strong interest in the show. The series resonated amongst a diverse millennial audience, with a median age of 34. The premiere garnered 27.5% new viewers, which is well above Oxygen series launch norms.

On social, the response was overwhelmingly positive! The series premiere was the #3 most social reality program on cable in Prime with 9.7K tweets, according to Nielsen Social Guide, which was Oxygen's biggest social premiere since August 2014, and our biggest social premiere of 2015. The premiere night Periscope "Kiki" party featuring the Elites received over 7,000 hearts throughout the night. Following the east coast premiere episode, #PrancingElites trended in the US at No.3 for approximately 20 minutes.

Produced by

Oxygen Media, Maxus, Mammoth, Vayner Media, Oxygen Media

Links

Entry Credits