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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 8th Annual Shorty Awards

#DrinkGoodDoGood – Bringing Awareness and Produce to Food Deserts

Finalist in Food & Beverage

Entered in Influencer & Celebrity Campaign, Social Good Campaign, Hashtag

About this entry

What was once seen as a reflection of narcissism, selfies have now become a symbol of selflessness, thanks to the #DrinkGoodDoGood campaign. Just ask the selfie-queens themselves, Ellen DeGeneres and Kim Kardashian, whose do-good selfie sparked an Instagram trend that took the nation by storm and confronted local food deserts head on.

Why does this entry deserve to win?

The team developed a strategy built on a comprehensive media outreach plan leveraging campaign ambassadors and focusing on regional wins laddering up to relevant national exposure.

To help spread the word and drive participation, MullenLowe carefully curated a group of ambassadors across the country to activate the campaign in their home cities. Ambassadors included actor and philanthropist Adrian Grenier, Wholesome Wave board member and D.C.-based chef José Andrés, Chicago-born actor and Academy Award-winning musician and philanthropist Common, LA chef Michael Voltaggio, Emmy-nominated TV host and San Francisco chef Tyler Florence, Miami-based chef Michelle Bernstein and Seattle chef duo Tom Douglas and Thierry Rautureau.

To launch the campaign, we hosted 40 top-tier lifestyle and food editors for a fruit and veggie-forward, farm-to-table lunch in Manhattan. Actor, philanthropist and NYC native Adrian Grenier addressed attendees alongside Wholesome Wave President and James Beard Humanitarian of the Year Michel Nischan about the food desert crisis that affects more than three million New Yorkers. They participated in media interviews and encouraged guests to post fruit and vegetable selfies. That same day, a press release was distributed nationwide.

In the other nine key markets, MullenLowe deployed a series of media relations tactics including:

In the final weeks of the campaign, MullenLowe secured an integration opportunity on The Ellen Show incorporating an on-air #DrinkGoodDoGood fruit selfie by the woman who once broke Twitter with a selfie, show host Ellen DeGeneres and her guest, the queen of selfies, Kim Kardashian West.

Results

From campaign coverage in top national publications like USA TODAY, The Huffington Post, BuzzFeed and the AOL. homepage to key local outlets including LA Magazine, ABC 7 Chicago, New York Daily News and more than 1M views of DrinkGoodDoGood.com and campaign videos, respectively, the #DrinkGoodDoGood campaign secured tremendous buzz throughout its eight-week run. And thanks to the overwhelming support from consumers and local ambassadors across the country more than 50,000 posts were shared, generating 500,000 pounds of fresh produce.

Media

Video for #DrinkGoodDoGood – Bringing Awareness and Produce to Food Deserts

Produced by

MullenLowe U.S., Naked Juice

Links

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 10th Annual Shorty Awards will be held in April 2018 in NYC.