Fridge-Worthy is a social media awards current developed by Hootsuite to acknowledge producers who’ve posted distinctive, attention-grabbing, or savvy content material materials on social media. Every episode choices one mannequin, and explains what the mannequin has carried out to deserve a spot on Hootsuite’s fridge, along with a few main takeaways for firms hoping to duplicate the success for themselves.

Episode 11: The Getty Museum

Award: Most interesting Use of Paintings Historic previous as a Distraction From our Grim Actuality

What they did that was Fridge-Worthy:

  • Created the #betweenartandquarantine drawback on Twitter, which requested followers to recreate well-known artworks out of three house items


  • You might utterly ask your viewers to get ingenious and create their very personal content material materials for you. Nevertheless in case you’re pondering of doing one factor associated to your followers, make certain that it’s each low effort and really fulfilling or positively worth their time.
  • You must be adapting your approach to your viewers’s current actuality correct now. They’re doable working from home or they’re frontline staff. They’re each bored or burdened or anxious or a combination of all three. So that’s going to make the content material materials that you just create to engage with them utterly completely different than common.

Episode 10: The Nationwide Cowboy Museum

Award: The Most Earnest Hashtag Fail From An Agricultural Expert

What they did that was Fridge-Worthy:

  • Assigned social media obligations to their security guard, a social media beginner, amidst the COVID-19 catastrophe
  • Tweeted images of shows throughout the museum, educating followers on their historic previous in his private pure folksy vogue (i.e., ending every message with a correct sign-off like “Thanks, Tim” or using the hashtag #HashtagTheCowboy)


  • If you’re a enterprise getting on social media for the first time, embrace it and be reliable with people that you simply’re finding out on the job. People will understand and sure uncover it endearing.
  • Give consideration to feel-good content material materials correct now (in the midst of the COVID-19 pandemic). Clearly this doesn’t go for everyone, as an illustration in case you’re a authorities or effectively being care group and your job is to inform most people of important information. Nevertheless for many completely different firms correct now, it’s wise to solely ask your self how one can contribute to lifting your purchasers spirits.
  • There are nonetheless strategies to be ingenious on social and be a part of with purchasers even when your on-line enterprise is closed and/or your funds has been slashed.

Episode 9: Lemonade Inc.

Award: The Most Unnecessarily Thoughtful Snail Mail Provide

What they did that was Fridge-Worthy:

  • They despatched a custom-made birthday e-mail to actually one among their purchasers. He tweeted about how loads he appreciated it, saying “It’s cool when producers humanize themselves like this.”
  • Lemonade seen the tweet and took each factor a step extra by sending him an exact birthday cake. And the cake said “Not attributable to your Tweet” which is so glorious on account of that’s most probably basically probably the most Tweetable cake. The story was picked up and publicized by the highest of social at The New York Stock Commerce.


  • Don’t take shortcuts on the subject of authenticity. Let’s be reliable, actual connection is nearly unimaginable to pull off on a giant scale. So it’d suggest performing like a smaller enterprise than you is perhaps usually. 
  • Mailing a cake to every single actually one among your purchasers is perhaps not potential – nonetheless doing it each now and then, and, additional importantly, staffing your help or social teams with precise, actual and socially intelligent people is always a superb funding.
  • On a regular basis be pondering from a spot of: how can I shock and delight my purchasers? What would really make them blissful? 

Episode 8: Milano Cookies

Award: Most Charming Famous person Impression by a Confectionary Merchandise

What they did that was Fridge-Worthy:

  • A sequence of Instagram posts on Oscars night that features cookies adorned to appear like outfits worn by celebrities on the Oscars
  • Advertising and marketing marketing campaign hashtag #BestDressedCookies


  • Take into account ingenious, thumb-stopping strategies to level out your product getting used (i.e., don’t merely current people consuming your cookies, nonetheless current them dressed up in Oscars outfits
  • Try leaping on a effectively timed event (doesn’t should be immediately related to your product, like Nationwide Cookie Day). And plan your content material materials for this event prematurely.
  • Advertising and marketing marketing campaign hashtags don’t always should be branded. They may merely be regardless of is catchy or is wise or is straightforward to remember.

Episode 7: Tentree

Award: Chillest Technique to Saving the World on Social Media

What they did that was “Fridge-worthy”:

  • Ran a multi-platform advertising marketing campaign for New Yr’s on the small points everyone can do to help the ambiance, created #environmentalish hashtag to accompany it


  • When supporting a set off on social media, try your hardest to be actual and actual trying. Prospects gained’t think about that your group alone is single-handedly saving the world.
  • Meet your purchasers the place they’re at. Tentree clearly is conscious of that they’re viewers is made up of well-meaning, environmentally nice youthful individuals who discover themselves balancing an entire lot of utterly completely different pursuits.
  • Usually small = increased on the subject of supporting a social justice set off.

Episode 6: Burrow

Award: Most interesting Rug Picture That Doesn’t Fill You With Crippling Shame

What they did that was “Fridge-worthy”:

  • Steadily posts real images of their furnishings being utilized by precise folks (and canines), along with a picture of a Pop-Tart that matches a rug


  • Evaluation your rivals and see if there’s a spot out there out there that you’d fill. Most completely different furnishings companies on Instagram put up extraordinarily edited, beautiful (nonetheless unrealistic) images of their furnishings.
  • If you’re aiming for an real connection collectively together with your social media followers, put up images of your merchandise as they could really be utilized in precise life—instead of how they provide the impression of being in a showroom.
  • Usually, try investing in authenticity over Instagram-perfection. Too-perfect images might end up making your mannequin seem unapproachable.
  • On a regular basis perform cute canines in your feed.

Episode 5: Virgin Trains

Award: Most Provocative Use of Commuter Transport 

What they did that was “Fridge-worthy”:

  • Consistently tweeted from the angle of a personified, assured and sexy put together residing its biggest life.


  • Don’t be afraid to take risks collectively together with your approach and use your creativeness.
  • Silly, daring content material materials like this performs significantly successfully on Twitter, the place clients are looking for good jokes.
  • Entrepreneurs converse hundreds about “humanizing your mannequin” nonetheless you’d take {{that a}} step extra and humanize your exact product (e.g., your trains).
  • In case your channel exists to satisfy some buyer assist need, humanizing your mannequin or product can go an ideal distance within the path of diffusing stress 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 each style of beverage they promote (e.g., Pomegranate Hibiscus is a scorching head who’s always trying to get rich) and created an ongoing sequence of posts about these characters and their adventures as half of a much bigger approach to attraction to ingenious, wired millennials.


  • Create content material materials that is weird and attention-grabbing enough to make your viewers actually really feel like they’re “in on one factor.”
  • Be certain that each put up works by itself, however as well as as part of the larger story your mannequin is telling, like a chapter in a novel.
  • Reward long-time followers with long-running jokes, tales, and references. They’re additional helpful than followers gained from contests who observe you to get one factor free after which unfollow you after.
  • Don’t be afraid to tell tales that aren’t immediately about your mannequin and the best way superior it is.

Episode 3: KOHO

Award: Most interesting Generational Stereotype Busting by an Infographic

What they did that was “Fridge-worthy”:

  • Posted a cute and informative graph regarding the relationship between Millennials’ monetary establishment accounts and avocado toast (hint: there is no such thing as a such factor as a relationship, it’s a joke!)


  • Know your viewers and know what factors are important to them so that you probably can put up content material materials that speaks significantly to them.
  • Even in case you’re a financial institution, it pays to not take your self too severely on social.
  • Don’t be afraid to do exactly the choice of what your rivals is doing (on this case, making jokes and cute, nonsense graphs).
  • Even in case you’re a “boring” mannequin (like a monetary establishment), that shouldn’t stop you from making taking part, Instagrammable content material materials.

Episode 2: The Vancouver Aquarium

Award: Most Gratuitous Use of Cute Sea Mammal Content material materials

What they did that was “Fridge-worthy”:

  • PUPDATES: Any time they put up content material materials about their sea otter rescue pups, they preface it with “PUPDATE,” which is objectively cute.
  • Usually, they play to their strengths and principally put up images of the lovable animals they deal with, attracting tons of followers of “cute animals”.
  • They used puns to name two of their “inhabitants” after celebrities (a seal known as “Swimmy Fallon” and an octopus known as “Ceph Rogan”) garnering laughs and a highlight from followers, as successfully and retweets and in-person visits from said celebrities.


  • Use cute content material materials to advertise merchandise.
  • Use puns to advertise merchandise.
  • Usually, get ingenious with naming your merchandise.
  • Don’t be afraid to expertise the coattails of people with larger followings than you, by naming your merchandise after them or partnering with them in the end that’s wise to your mannequin.

Episode 1: No-Title Producers

Award: Most interesting Deliberately Unexpressive Mannequin Voice on Twitter

What they did that was “Fridge-worthy”:

  • Publish content material materials to their Twitter feed with a continuing, distinctive, deadpan mannequin voice that resonates with millennials
  • Dwell-tweeted the Emmys within the equivalent mannequin voice, i.e., “trendjacking”

What we will probably be taught from them:

  • When rising a strong mannequin voice, try making a character first (with persona traits, hobbies, backstory, and so forth.). Then write every social media put up throughout the voice of that character.
  • Don’t be afraid to embrace the “boring” parts of your product or mannequin.
  • Try live-tweeting an event as your mannequin’s “character.

Want additional inspiration to your mannequin’s social approach? Bookmark this internet web page and study once more normally for model new episodes of Fridge-Worthy!

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

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