10th Annual Shorty Awards Categories

The 10th Annual Shorty Awards will be held April 15th, 2018 in NYC. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

One Saturday to Dream Fearlessly

Entered in Social Good Campaign

Objective

At American Family Insurance we believe there's so more to insurance than a policy. It's about empowering people with the support they need to fearlessly pursue their dreams. It's why we're taking action with One Saturday to Dream Fearlessly—a series of local celebrations across our operating territory that encourages participants to inspire, protect and restore the dreams of others within their communities. It's a day where American Family agents, employees, brand ambassadors, and volunteers unite to strengthen their cities, deepen community bonds, and champion brighter futures for dreamers. Allowing us to create real impact in the communities we serve, these events go beyond advertising messages to create a lasting movement that even more firmly establishes American Family as the champion of dreams.

Strategy

Our events are carefully designed to build a foundation for the One Saturday movement to grow from. Each event is carefully customized to be "hyper local", playing off of homegrown tastes, causes, teams, celebrities. This relevance makes them more 'sticky' and share-worthy on social media. This groundswell of user-generated content and sentiment combined with agent adoption of the program will allow our brand to build equity in the idea.

Similar to long-term programs like the American Express Small Business Saturday, our multi-year vision is focused on strategies that empower employees, agents and consumers to take ownership of the movement.

In 2017, we specifically enlisted employees, agents, volunteers, athletes, social influencers, local and national media, as well as celebrities to come together at One Saturday events to give back and support local communities across five cities: Atlanta, Seattle, Madison, Minneapolis and Portland:

In Atlanta we partnered with Atlanta Falcons and Eunique Jones-Gibson's Because of Them We Can –Imagination Lab to inspire kids of Deerwood Academy to Dream Fearlessly.

In Seattle we invited consumers to join the Seahawks players in packing & delivering supplies for Mary's Place & YouthCare street outreach at the Seattle Convention Center.

Madison featured the three Watt brothers (JJ, TJ and Derek) and volunteers packing food for families of Goodman Community Center.

In Minneapolis we helped nurture relationships and inspire possibilities with Big Brothers & Big Sisters, musician John Legend and Mashable at the Fine Line Music Café.

Portland was all about empowering young women towards futures in tech with ChickTech, Kathy Ireland and Amazon at Flexspace.

Results

Atlanta April 29th

50+ community volunteers

130+ children inspired in Imagination Lab

8 AFI agents

AMERICAN FAMILY SOCIAL

157K impressions

5K engagements

PARTNER/INFLUENCER SOCIAL

960K impressions

51K engagements

Seattle May 11th

120 volunteers

17 AFI Agents

36,000 items donated

3,000 community members supported

AMERICAN FAMILY SOCIAL

195K impressions

4K engagements

Madison July 8th

225+ volunteers (including 65 children)

23 AFI agents

3,000 food boxes packed. It's estimated the Goodman Center was able to serve 300 families EACH WEEK for 10 weeks following the event.

AMERICAN FAMILY SOCIAL

731K impressions

50K engagements

PARTNER/INFLUENCER SOCIAL

151K impressions

1K engagements

PR AND EARNED MEDIA

WKOW/ABC27

NBC15

WISCONSIN STATE JOURNAL

WISCNews

Minneapolis August 19th

85 Big and Little pairs (170 total) interacted and inspired

20 AmFam agents

17 Additional volunteers

AMERICAN FAMILY SOCIAL

442K impressions

19K engagements

PARTNER/INFLUENCER SOCIAL

235K impressions

PR AND EARNED MEDIA

Article

Video

Gallery

WCCO (CBS)

Portland November 11th

95 Mom/daughter pairs (approx. 190 total) empowered in tech

14 AmFam agents/staff

AMERICAN FAMILY SOCIAL

747K impressions

14K engagements

PARTNER/INFLUENCER SOCIAL

357K impressions

1.5K engagements

In partnership with Mashable, American Family Insurance made an impactful presence at the 2017 Social Good Summit. Through our CMO, Telisa Yancy's 7-Minute Solution, our global audience was inspired to #DreamFearlessly and work together to reach the UN's 17 sustainable development goals by the year 2030.

1,200 IN-PERSON ATTENDEES

2.1B SOCIAL IMPRESSIONS

60K+ LIVESTREAM VIEWERS

70 GLOBAL MEETUPS

21 COUNTRIES REPRESENTED ONSTAGE

185 COUNTRIES

Media

Video for One Saturday to Dream Fearlessly

Produced by

American Family Insurance

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, and the rest of the social web.

The 10th annual shorty awards will be held april 15th, 2018 in new york city

late Deadline for Brands & Organizations

02 . 22 . 18