Saturday December 5, 2020 By David Quintanilla
A Very Serious and Prestigious Social Media Awards Show

Fridge-Worthy is a social media awards present developed by Hootsuite to acknowledge manufacturers who’ve posted distinctive, attention-grabbing, or savvy content material on social media. Each episode options one model, and explains what the model has achieved to deserve a spot on Hootsuite’s fridge, in addition to a couple of foremost takeaways for companies hoping to copy the success for themselves.

Season 2

Episode 4: Vancouver Coastal Health

Award: Least Awkward Try to Peer Stress Younger Folks Into Not Spreading Illness

What they did that was Fridge-Worthy:

  • Began a TikTok channel to succeed in a youthful viewers, creating humorous and informative content material to unfold consciousness about COVID-19


  • For those who’re going to strive a brand new channel, do it in a method that matches the tone and really feel of content material that’s already common on that channel.
  • Don’t be afraid to strive TikTok, particularly for those who’re attempting to succeed in a youthful demographic. It’s not an enormous cash funding. These movies aren’t high-quality. They’re merely imaginative and enjoyable.
  • Accomplice with a comic for those who don’t have the expertise by yourself workforce.

Episode 3: Social Tees Animal Rescue NYC (aka. S.T.A.R.)

Award: Most Poetic Captions for the Purest Pups

What they did that was Fridge-Worthy:

  • Extremely charming and really prolonged captions describing the canines in all of their Instagram posts


  • We normally say shorter is best on the web. However for those who pull folks into your publish with a fascinating opening, they’ll hit that “learn extra” button and will likely be extra more likely to reward you with a like or a share.
  • Inform a narrative in your captions. Meaning plot, character, pressure, humour, drama, emotional funding, and a transparent overarching message that you really want folks to remove out of your publish.

Episode 2: The Government of New Jersey

Award: Greatest Use of a Mafia-Impressed Acronym to Inform the Public

What they did that was Fridge-Worthy:

  • Mixed New Jersey particular popular culture references with COVID-19 security recommendation to enhance engagement and reminiscence retention


  • Even for those who’re a authorities group, don’t be afraid to indicate that there are actual folks behind your social media accounts. This may really assist folks really feel safer in a disaster.
  • Humour can play properly in a disaster, so long as it’s empathetic, delicate, and mixed with helpful info. In truth, humorous content material will extra possible catch folks’s consideration. So, simply because it’s essential info to your followers to know doesn’t imply it might’t be packaged in a playful method.

Episode 1: Spoken English

Award: Most Pleasant Mixture of Meals, Pop Tradition & Magic-Eye Artwork

What they did that was Fridge-Worthy:

  • Distinctive use of dimension and popular culture references to promote the meals on their menu


  • Mine your childhood for a novel aesthetic, to make you stand out out of your rivals.
  • Check totally different sizes and angles of pictures, like massive vs. small, horizontal vs. vertical, shut up vs. distant. Play with collage.
  • Discover a designer that will help you develop a novel aesthetic. After which keep it up, so folks start to affiliate it together with your model.

Season 1

Episode 11: The Getty Museum

Award: Greatest Use of Artwork Historical past as a Distraction From our Grim Actuality

What they did that was Fridge-Worthy:

  • Created the #betweenartandquarantine problem on Twitter, which requested followers to recreate well-known artworks out of three home goods


  • You possibly can completely ask your viewers to get artistic and create their very own content material for you. However for those who’re pondering of doing one thing related to your followers, make it possible for it’s both low effort and actually enjoyable or positively price their time.
  • You have to be adapting your technique to your viewers’s present actuality proper now. They’re possible working from residence or they’re frontline staff. They’re both bored or burdened or anxious or a mixture of all three. In order that’s going to make the content material that you simply create to have interaction with them totally different than common.

Episode 10: The National Cowboy Museum

Award: The Most Earnest Hashtag Fail From An Agricultural Skilled

What they did that was Fridge-Worthy:

  • Assigned social media duties to their safety guard, a social media newbie, amidst the COVID-19 disaster
  • Tweeted photos of displays within the museum, educating followers on their historical past in his personal pure folksy fashion (i.e., ending each message with a proper sign-off like “Thanks, Tim” or utilizing the hashtag #HashtagTheCowboy)


  • For those who’re a enterprise getting on social media for the primary time, embrace it and be trustworthy with folks that you’re studying on the job. Folks will perceive and sure discover it endearing.
  • Deal with feel-good content material proper now (through the COVID-19 pandemic). Clearly this doesn’t go for everybody, for instance for those who’re a authorities or well being care group and your job is to tell the general public of essential info. However for lots of different companies proper now, it is sensible to only ask your self how one can contribute to lifting your clients spirits.
  • There are nonetheless methods to be artistic on social and join with clients even when your enterprise is closed and/or your funds has been slashed.

Episode 9: Lemonade Inc.

Award: The Most Unnecessarily Considerate Snail Mail Supply

What they did that was Fridge-Worthy:

  • They despatched a personalised birthday e-mail to one in all their clients. He tweeted about how a lot he appreciated it, saying “It’s cool when manufacturers humanize themselves like this.”
  • Lemonade noticed the tweet and took every thing a step additional by sending him an precise birthday cake. And the cake stated “Not due to your Tweet” which is so good as a result of that’s in all probability essentially the most Tweetable cake. The story was picked up and publicized by the pinnacle of social at The New York Inventory Change.


  • Don’t take shortcuts in terms of authenticity. Let’s be trustworthy, real connection is almost unimaginable to drag off on a big scale. So it would imply appearing like a smaller enterprise than you might be generally. 
  • Mailing a cake to each single one in all your clients might be not attainable – however doing it now and again, and, extra importantly, staffing your assist or social groups with actual, real and socially clever folks is at all times an excellent funding.
  • All the time be pondering from a spot of: how can I shock and delight my clients? What would really make them comfortable? 

Episode 8: Milano Cookies

Award: Most Charming Superstar Impression by a Confectionary Merchandise

What they did that was Fridge-Worthy:

  • A collection of Instagram posts on Oscars night time that includes cookies adorned to appear like outfits worn by celebrities on the Oscars
  • Marketing campaign hashtag #BestDressedCookies


  • Consider artistic, thumb-stopping methods to indicate your product getting used (i.e., don’t simply present folks consuming your cookies, however present them dressed up in Oscars outfits
  • Strive leaping on a well timed occasion (doesn’t should be straight associated to your product, like Nationwide Cookie Day). And plan your content material for this occasion upfront.
  • Marketing campaign hashtags don’t at all times should be branded. They’ll simply be no matter is catchy or is sensible or is straightforward to recollect.

Episode 7: Tentree

Award: Chillest Method to Saving the World on Social Media

What they did that was “Fridge-worthy”:

  • Ran a multi-platform marketing campaign for New 12 months’s on the small issues everybody can do to assist the atmosphere, created #environmentalish hashtag to accompany it


  • When supporting a trigger on social media, strive your hardest to be real and sensible. Customers gained’t imagine that your organization alone is single-handedly saving the world.
  • Meet your clients the place they’re at. Tentree clearly is aware of that they’re viewers is made up of well-meaning, environmentally pleasant younger people who find themselves balancing a variety of totally different pursuits.
  • Generally small = higher in terms of supporting a social justice trigger.

Episode 6: Burrow

Award: Greatest Rug Image That Doesn’t Fill You With Crippling Disgrace

What they did that was “Fridge-worthy”:

  • Steadily posts genuine pictures of their furnishings being utilized by actual people (and canines), together with an image of a Pop-Tart that matches a rug


  • Analysis your rivals and see if there’s a niche out there that you might fill. Most different furnishings corporations on Instagram publish extremely edited, stunning (however unrealistic) pictures of their furnishings.
  • For those who’re aiming for an genuine connection together with your social media followers, publish pictures of your merchandise as they’d really be utilized in actual life—as an alternative of how they appear in a showroom.
  • Typically, strive investing in authenticity over Instagram-perfection. Too-perfect pictures could find yourself making your model appear unapproachable.
  • All the time characteristic cute canines in your feed.

Episode 5: Virgin Trains

Award: Most Provocative Use of Commuter Transport 

What they did that was “Fridge-worthy”:

  • Persistently tweeted from the attitude of a personified, assured and attractive practice residing its greatest life.


  • Don’t be afraid to take dangers together with your technique and use your creativeness.
  • Foolish, daring content material like this performs particularly properly on Twitter, the place customers are looking out for good jokes.
  • Entrepreneurs discuss so much about “humanizing your model” however you might take {that a} step additional and humanize your precise product (e.g., your trains).
  • In case your channel exists to satisfy some customer support want, humanizing your model or product can go a great distance in direction of diffusing pressure and frustration.

Episode 4: Recess

Award: Most Whimsical Personification of a Wellness Beverage

What they did that was “Fridge-worthy”:

  • Developed characters with personalities for every taste of beverage they promote (e.g., Pomegranate Hibiscus is a sizzling head who’s at all times attempting to get wealthy) and created an ongoing collection of posts about these characters and their adventures as half of a bigger technique to attraction to artistic, wired millennials.


  • Create content material that’s bizarre and attention-grabbing sufficient to make your viewers really feel like they’re “in on one thing.”
  • Be sure that every publish works by itself, but in addition as a part of the bigger story your model is telling, like a chapter in a novel.
  • Reward long-time followers with long-running jokes, tales, and references. They’re extra useful than followers gained from contests who observe you to get one thing free after which unfollow you after.
  • Don’t be afraid to inform tales that aren’t straight about your model and the way superior it’s.

Episode 3: KOHO

Award: Greatest Generational Stereotype Busting by an Infographic

What they did that was “Fridge-worthy”:

  • Posted a cute and informative graph in regards to the relationship between Millennials’ financial institution accounts and avocado toast (trace: there isn’t a relationship, it’s a joke!)


  • Know your target market and know what points are essential to them so you possibly can publish content material that speaks particularly to them.
  • Even for those who’re a monetary establishment, it pays to not take your self too severely on social.
  • Don’t be afraid to do precisely the other of what your competitors is doing (on this case, making jokes and cute, nonsense graphs).
  • Even for those who’re a “boring” brand (like a bank), that shouldn’t cease you from making participating, Instagrammable content material.

Episode 2: The Vancouver Aquarium

Award: Most Gratuitous Use of Cute Sea Mammal Content material

What they did that was “Fridge-worthy”:

  • PUPDATES: Any time they publish content material about their sea otter rescue pups, they preface it with “PUPDATE,” which is objectively lovable.
  • Typically, they play to their strengths and principally publish pictures of the lovable animals they care for, attracting tons of followers of “cute animals”.
  • They used puns to call two of their “inhabitants” after celebrities (a seal referred to as “Swimmy Fallon” and an octopus referred to as “Ceph Rogan”) garnering laughs and a spotlight from followers, as properly and retweets and in-person visits from stated celebrities.


  • Use cute content material to promote merchandise.
  • Use puns to promote merchandise.
  • Typically, get artistic with naming your merchandise.
  • Don’t be afraid to journey the coattails of individuals with bigger followings than you, by naming your merchandise after them or partnering with them indirectly that is sensible to your model.

Episode 1: No-Name Brands

Award: Greatest Intentionally Unexpressive Model Voice on Twitter

What they did that was “Fridge-worthy”:

  • Submit content material to their Twitter feed with a constant, distinctive, deadpan brand voice that resonates with millennials
  • Reside-tweeted the Emmys in the identical model voice, i.e., “trendjacking”

What we are able to study from them:

  • When growing a powerful model voice, strive creating a personality first (with persona traits, hobbies, backstory, and many others.). Then write each social media publish within the voice of that character.
  • Don’t be afraid to embrace the “boring” parts of your product or brand.
  • Strive live-tweeting an occasion as your model’s “character.

Need extra inspiration to your model’s social technique? Bookmark this web page and verify again typically for brand new episodes of Fridge-Worthy!

Do you observe a enterprise that’s doing one thing distinctive, attention-grabbing, or savvy on social media? Nominate them for a Fridge-Worthy award within the feedback beneath!

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