A Very Serious and Prestigious Social Media Awards Show


Fridge-Worthy is a social media awards show developed by Hootsuite to recognize brands who have posted unique, interesting, or savvy content on social media. Every episode features one brand, and explains what the brand has done to deserve a place on Hootsuite’s fridge, as well as a few main takeaways for businesses hoping to replicate the success for themselves.

Episode 3: KOHO

Award: Best Generational Stereotype Busting by an Infographic

What they did that was “Fridge-Worthy”:

  • Posted a cute and informative graph about the relationship between Millennials’ bank accounts and avocado toast (hint: there is no relationship, it’s a joke!)


  • Know your target audience and know what issues are important to them so you can post content that speaks specifically to them.
  • Even if you’re a financial institution, it pays not to take yourself too seriously on social.
  • Don’t be afraid to do exactly the opposite of what your competition is doing (in this case, making jokes and cute, nonsense graphs).
  • Even if you’re a “boring” brand (like a bank), that shouldn’t stop you from making engaging, Instagrammable content.

Episode 2: The Vancouver Aquarium

Award: Most Gratuitous Use of Cute Sea Mammal Content

What they did that was “Fridge-Worthy”:

  • PUPDATES: Any time they post content about their sea otter rescue pups, they preface it with “PUPDATE,” which is objectively adorable.
  • In general, they play to their strengths and mostly post images of the cute animals they take care of, attracting tons of fans of “cute animals”.
  • They used puns to name two of their “inhabitants” after celebrities (a seal called “Swimmy Fallon” and an octopus called “Ceph Rogan”) garnering laughs and attention from followers, as well and retweets and in-person visits from said celebrities.


  • Use cute content to sell products.
  • Use puns to sell products.
  • In general, get creative with naming your products.
  • Don’t be afraid to ride the coattails of people with larger followings than you, by naming your products after them or partnering with them in some way that makes sense for your brand.

Episode 1: No-Name Brands

Award: Best Deliberately Unexpressive Brand Voice on Twitter

What they did that was “Fridge-Worthy”:

  • Post content to their Twitter feed with a consistent, unique, deadpan brand voice that resonates with millennials
  • Live-tweeted the Emmys in the same brand voice, i.e., “trendjacking”

What we can learn from them:

  • When developing a strong brand voice, try creating a character first (with personality traits, hobbies, backstory, etc.). Then write every social media post in the voice of that character.
  • Don’t be afraid to embrace the “boring” parts of your product or brand.
  • Try live-tweeting an event as your brand’s “character.

Want more inspiration for your brand’s social strategy? Bookmark this page and check back often for new episodes of Fridge-Worthy!

Do you follow a business that’s doing something unique, interesting, or savvy on social media? Nominate them for a Fridge-Worthy award in the comments below!

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