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.

From the 5th Annual Shorty Awards

TopChicret - Announcing Charlotte Free as New Face of #1 Cosmetic Brand in the World

Winner in Best Use of Video

Entered in Consumer Brand

About this entry

Did You Hear? In order to announce model Charlotte Free as the new face of Maybelline New York, ICED Media created an original asset entitled #TopChicret. Our viral video campaign starring P’trique of “Sh*t Fashion Girls Say" and nearly 20 influencer cameos launched in April 2012 to worldwide acclaim. The buzzworthy asset earned coverage on an array of the most respected fashion outlets globally, including Vogue,, Elle, New York Magazine, Fashionista, Grazia, and more. In addition, our strategic use of influencer cameos ranging from editors, TV personalities, and musicians enabled us a broader reach, resulting in #TopChicret trending on Twitter within minutes of it's release. By capitalizing on the popularity of this trending meme amongst fashion insiders, Maybelline New York emerged as an innovator by becoming the first ever brand to partner with “Sh*t Fashion Girls Say". As a result, the brand increased its relevance amongst the discerning fashion industry and the asset itself is still referenced today as a best-in-class example of branded content. Overall Reach: • More than 30 features totaling over 54 million monthly unique visitors • 535 Tweets Using #TopChicret resulting in over 3M organic impressions • Organic trending topic on Twitter

Why does this entry deserve to win?

Industry Accolades "Innovative Viral Campaign" “Being the social media star, it’s no wonder [Charlotte’s] path crossed with the star of ‘Shit Fashion Girls Say’ P’trique... Naughty P'trique, told practically every major New York fashion player including Betsey Johnson and Derek Blasberg..." - Elle UK “We are sososo excited to announce the news that our FAVE pink-haired model and muse Charlotte Free is the new face of Maybelline New York... The best part, though, miiigghhtt be the video Maybelline released to debut the exciting news." - MTV Style “Maybelline New York has tapped pink-haired model Charlotte Free as their pretty new face and how they announced it is #totesamaze." - “We think it's a super smart move on Maybelline's part to unveil their new face this way. You too? But remember, keep it to yourselves. This is #TopChicret." - Bella Sugar “P'Trique of “Shit Fashion Girls Say" fame and Free announced the news in their own cheeky way: a YouTube video where the very chic P'trique just can't keep Charlotte's secret to himself, spilling it (in hilarious cameos) to New York fashion royalty like Jill Zarin, Betsey Johnson, Derek Blasberg, Phil Oh, John Januzzi and Chrissie Miller." - The Huffington Post Top Features Fashionista New York Mag Vogue UK Lucky Magazine MTV Style Coco Perez The Daily Beast Huffington Post PSFK Elle UK Grazia


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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,, and the rest of the social web.

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


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