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Queen Sugar

Entered in Multi-Platform Campaign


Queen Sugar is a, "sweeping family drama series that explores the intricacies and nuances of family life that we all experience." But more than that, Queen Sugar is also about another family: the #InclusiveCrew that created it.

Our target audience cares about both "family" and "inclusivity". The Queen Sugar social campaign married the two concepts to tell a broader story and cultivate a deeper emotional connection with our target.

By creating content that reflects what makes this show special: its premium look, strong sibling dynamic, and progressive team.

Social is where we expanded upon the creation of Queen Sugar by telling the stories that didn't make it on-screen. We highlighted the process that brought the show to life, the

#InclusiveCrew's experiences, Ava Duvernay's unique perspective, and an in-depth look at the characters' internal motivations. It was an immersive experience designed to get fans excited, develop an emotional connection, and entice them tune in.

Strategy and Execution

Here's how OWN approached each of the social platforms:

Facebook – The Press Room

Facebook is where we were able to reach a massive audience to tell Queen Sugar's story at scale. We used this platform to educate fans on all facets of the show - from behind-the-scenes to episodic content to Ava's personal perspective.

Facebook is where we published content designed to educate and inform our audience, using substantive video and high quality visuals to tell authentic stories around key moments in our crew and characters' lives. We shared a mix of behind-the-scenes and episodic content, such as cast interviews about their experiences, high quality stills from the show, and Ava's own personal milestones.

Instagram – The Visual Diary

Instagram is the 21st century photo album, where we were able to capture moments that show Queen Sugar's journey from beginning to end. We used this platform to give fans a visual look at the characters, the setting, and the people who brought it to life.

Instagram was our visual diary, telling the story of the two families that comprise Queen Sugar: the #InclusiveCrew and our show's characters. Using a mix of striking photography and typography, we provided a behind-the-scenes look at the making of the show, insight into character perspectives, and episodic shots to give further context to the show.

Twitter – The Cutting Room

Twitter is where we can fuel conversation around the #InclusiveCrew's experience creating the show and their unique perspective in each episode. We focused on fan engagement and shared both behind-the-scenes and episodic content.

Queen Sugar's Twitter handle provided an immersive experience, with content spanning from the #InclusiveCrew, Ava's milestones, behind-the-scenes process, and the show. We built upon this approach by adding another layer, giving users even more personal insight from its creators. We sparked conversation by live tweeting during each episode and sharing supplementary content such as the director's cut or engaging polls.


Entrant Company / Organization Name

OWN: Oprah Winfrey Network, OWN: Oprah Winfrey Network