CONGRATS SOCIAL GOOD WINNERS! see the list

10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

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.

From the 1st Annual Shorty Social Good Awards

Venmo Micro Hack

Winner in On a Shoestring

About this entry

WATERisLIFE is a charity that works to provide clean water and sanitation to vulnerable communities around the world. They rely on donations – but millennials are ditching cash for mobile payments, and they're just not donating the same ways their parents do. We needed to find innovative way to reach our new audience. So we helped WATERisLIFE take to millennials' favorite social payment app, Venmo, to show the kids just how easy donating can be in the digital age.

Why does this entry deserve to win?

We picked the 4th of July to kick off the campaign, a day when we knew people we're going to be active on Venmo, paying each other back for fun stuff they were experiencing together. We used a loophole to get around Venmo's ad-ban: by targeting people on the global feed who just paid each other back, and sending them one cent each, every payment became an ad in itself. We use the payment caption to spread our message, with eye-catching designs made from emojis, and a line asking people to donate. The ads showed up on the global feed and getting in front of thousands of users. We had successfully created a new media channel.

Results

With every ad costing us 1 cent each, the total cost of the campaign amounted to $10 – a sum that we turned into a $1000 dollars as people started paying us back on Venmo. But more than that, we got WATERisLIFE in front of millions of people, with a total of 1.78 million dollars of earned media.

Media

Video for Venmo Micro Hack

Produced by

Deutsch, WATERisLIFE

Entry Credits

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 Shorty Social Good Awards will be held NOVEMBER, 15 2017 in NYC.