entries for brands and orgs open now enter

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 9th Annual Shorty Awards

Buckle Up for Life

Entered in Humor

About this entry

Most people are unaware that 3 out of 4 car seats are installed incorrectly. Our objective is to raise awareness and provide lifesaving tips around this issue. Through a multi-year relationship we built a solid community of followers on Facebook and Twitter, and in the summer of 2016, the Buckle Up for Life team sought to expand their reach beyond the core "activist" audience to reach parents and caregivers who are less aware of this issue.

Why does this entry deserve to win?

Starting with an analysis of Buckle Up for Life's social content performance, we determined the new campaign needed to be something users would engage with and ultimately share with their personal social networks. Car seat safety, especially when delivered in an instructional format, is not very interesting or attention grabbing compared to most entertaining content in the social space. In that observation, we found our solution.


This campaign still focuses on delivering car seat safety tips and facts, but does it in a way that integrates into daily lives and trending topics. We took a humorous approach to the creative to provide that spoon full of sugar that makes the medicine go down.

To create a nimble production model, we staffed the campaign with in-house art directors, writers and animators who could quickly respond to any given moment or trending event (e.g. "snowpacalypse" or the Olympics).

With a small ad budget each month, the videos are promoted and/or boosted to lookalike audiences and the graphics are boosted and/or promoted when conversations (engagement) on each social channel has organically increased. If the graphic or video content connects with a trending topic, then the post or tweet is promoted/boosted with keyword and demographic targeting.

We also engaged with Hispanic communities by creating a separate Facebook feed specifically designed for this critical audience, and the beauty of the campaign is that it can easily translate in-culture without the need to create all new content.

With this unconventional approach to delivering information about car seat safety, we've elevated an organization's life saving tips and mission, and provoked valuable conversations with at-risk communities throughout the nation.

Results

Since the campaign launch in August 2016, Buckle Up for Life's average post reach on Facebook has doubled (20,000 to 40,000), while engagement has increased by an average of 33%. Additionally, Twitter impressions have increased 20%. On Buckle Up For Life's Hispanic Facebook page, "Abrochate a la Vida" we have seen the content generate productive dialogue where community members are receiving valuable information and resources. The graphics and videos have received an average of 120% more reactions and shares when compared to posts that are not part of the campaign.

Media

Video for Buckle Up for Life

Produced by

Subject Matter, Cincinnati Children’s, Toyota, Buckle Up for Life

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.