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

Season 2

Episode 2: The Authorities 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 point out that there are actual folks behind your social media accounts. This could really assist folks really feel safer in a disaster.
  • Humour can play effectively in a disaster, so long as it’s empathetic, delicate, and mixed with helpful data. Actually, humorous content material will extra probably catch folks’s consideration. So, simply because it’s necessary data to your followers to know doesn’t imply it will probably’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 measurement and popular culture references to promote the meals on their menu


  • Mine your childhood for a singular aesthetic, to make you stand out out of your opponents.
  • Take a look at completely different sizes and angles of photos, like massive vs. small, horizontal vs. vertical, shut up vs. distant. Play with collage.
  • Discover a designer that can assist you develop a singular aesthetic. After which keep it up, so folks start to affiliate it along 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 items


  • 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 comparable to your followers, guarantee that it’s both low effort and actually enjoyable or positively value their time.
  • You ought to be adapting your technique to your viewers’s present actuality proper now. They’re probably working from house or they’re frontline employees. They’re both bored or confused or anxious or a mix of all three. In order that’s going to make the content material that you just create to have interaction with them completely different than standard.

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 obligations to their safety guard, a social media newbie, amidst the COVID-19 disaster
  • Tweeted footage 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)


  • When you’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. Individuals will perceive and sure discover it endearing.
  • Deal with feel-good content material proper now (throughout 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 necessary data. However for lots of different companies proper now, it is smart 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 corporation is closed and/or your finances 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 electronic mail to considered one of 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 all the pieces 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 most likely probably the most Tweetable cake. The story was picked up and publicized by the top of social at The New York Inventory Alternate.


  • Don’t take shortcuts with regards to authenticity. Let’s be trustworthy, real connection is almost inconceivable to tug off on a big scale. So it’d imply performing like a smaller enterprise than you might be generally. 
  • Mailing a cake to each single considered one of your clients might be not attainable – however doing it from time to time, and, extra importantly, staffing your help or social groups with actual, real and socially clever folks is all the time 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 Celeb Impression by a Confectionary Merchandise

What they did that was Fridge-Worthy:

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


  • Consider artistic, thumb-stopping methods to point out 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 all the time should be branded. They’ll simply be no matter is catchy or is smart or is simple 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 surroundings, created #environmentalish hashtag to accompany it


  • When supporting a trigger on social media, attempt your hardest to be real and practical. Shoppers received’t consider 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 number of completely different pursuits.
  • Typically small = higher with regards to 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”:

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


  • Analysis your opponents and see if there’s a spot available in the market that you possibly can fill. Most different furnishings corporations on Instagram put up extremely edited, lovely (however unrealistic) photos of their furnishings.
  • When you’re aiming for an genuine connection along with your social media followers, put up photos of your merchandise as they might really be utilized in actual life—as an alternative of how they appear in a showroom.
  • Normally, attempt investing in authenticity over Instagram-perfection. Too-perfect photos might 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”:

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


  • Don’t be afraid to take dangers along with your technique and use your creativeness.
  • Foolish, daring content material like this performs particularly effectively on Twitter, the place customers are looking out for good jokes.
  • Entrepreneurs discuss loads about “humanizing your model” however you possibly can 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 good distance in direction of diffusing rigidity 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 all the time making an attempt to get wealthy) and created an ongoing sequence 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 fascinating sufficient to make your viewers really feel like they’re “in on one thing.”
  • Be sure every put up works by itself, but additionally 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 helpful than followers gained from contests who comply with 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 concerning the relationship between Millennials’ financial institution accounts and avocado toast (trace: there isn’t any relationship, it’s a joke!)


  • Know your target market and know what points are necessary to them so you possibly can put up content material that speaks particularly to them.
  • Even for those who’re a monetary establishment, it pays to not take your self too significantly 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 partaking, 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 put up content material about their sea otter rescue pups, they preface it with “PUPDATE,” which is objectively cute.
  • Normally, they play to their strengths and largely put up photos 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 focus from followers, as effectively and retweets and in-person visits from stated celebrities.


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

Episode 1: No-Name Brands

Award: Greatest Intentionally Unexpressive Model Voice on Twitter

What they did that was “Fridge-worthy”:

  • Publish content material to their Twitter feed with a constant, distinctive, deadpan brand voice that resonates with millennials
  • Stay-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, attempt creating a personality first (with character traits, hobbies, backstory, and many others.). Then write each social media put up 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 usually for brand new episodes of Fridge-Worthy!

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

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