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From the 8th Annual Shorty Awards

Oxygen's Very Real

Bronze Honor in Entertainment


Oxygen Media recently underwent a new brand study and redesign to ensure that it stays connected to its audience of young, diverse women. While Oxygen on-air began the process of adjusting its filters for shows, Oxygen Digital launched a new section of named after the network's new tagline, Very Real.

Very Real creates original content for young women who love pop culture, and who have strong opinions about dating, style, celebrities, careers, and more. Along with features about news and issues, women will also find advice, camaraderie, personal stories and encouragement. Very Real is a celebration of young female achievement, with a razor-sharp edge and a highly multicultural audience in mind.

Very Real puts Oxygen directly in touch with emerging trends, allowing the brand to react in real time and to be part of the immediate conversation. Through Very Real's social content strategy, we have grown Oxygen's brand and digital business while promoting our programming to existing and new audiences.

Strategy and Execution

Starting in June '15 with a handful of contributors, Very Real aimed to create content that would connect and resonate with our audience where they primarily spend their time -- surfing social media platforms from their mobile devices. We create original content that exudes personality, whether its tied to our on-air programming or not. Our headlines, copy, and story angles are fresh and distinct and have a conversational voice and tone that appeals to our audience.

We create and produce opinion/think pieces, listicles and original video in addition to covering trending social topics as well as news and issues relevant to young women. All of the content we create is tailored to appeal to audiences on our social accounts, including Facebook, Twitter and Instagram (and more recently Snapchat).

Very Real is available across multiple platforms and its content is showcased in on-air television promos, allowing Oxygen Digital to stay connected with current viewers and also extend Oxygen's brand to potential viewers it would not otherwise have.


Very Real has helped Oxygen to more than double its traffice since its launch in June, 2015.

Facebook traffic to Oxygen's Very Real increased 432% from June 2015 to Nov. 2015.

73% of the visits since June '15 to Very Real have come from Facebook traffic.

Very Real is now the most visited section of

The short form video we're creating for Very Real is performing as well as (or better than) our top short form show clips.


Entrant Company / Organization Name

Oxygen Media


Entry Credits