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9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

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.

Carnival Vista Cruise with Eh-Bee Family

Entered in Multi-Platform Campaign, Multi-Platform Campaign

Objective

Partner with the Eh Bee Family to showcase the on-ship and off-ship offerings of Carnival Vista, increasing scale of Carnival Vista product content through their massive organic audience and expand Carnival's reach to an new very engaged audience. The Eh-Bee's were selected as they embody the "come as you are", "dance like nobodies watching" personality that is Canrival Cruise Line.

Strategy

Carnival partnered with the internet's most famous family, the Eh Bee's, to showcase everything Carnival Vista has to offer on ship as well as in it's European sailings. Each day, the Eh Bee Family sourced an activity from their followers on Snapchat to complete and share with their audience. This was a mixture of on-ship and off-ship (excursion) content.The activity options will be carefully coordinated, as we go from cruising to port, and will reflect certain features & activities available in the morning and at night.

This partnership extended across multiple platforms, with content on Snapchat, Facebook, Instagram and Youtube.

The content was meant to authentically show the Carnival Vista experience as a family and all the fun that is a Carnival Cruise. It was very clear through the content that the family had a truly amazing vacation, as they produced WAY more content than was cotnracted.

Results

Performance & Earned Media:

  • 4.4 Million Total Views
  • 560K Total "Likes" on FB
  • 486K Total "Likes" on IG
  • 11.7K Total Engagements on YouTube
  • 3.2M minutes watched (6.2 years)
  • Exceeded forecasted view expectations by over 250%.
  • 7 value-added YT Videos
  • 300+ SnapChat Videos*contracted for 8-10*
  • High exposure with Eh Bee family like-minded, family focused audience.
  • Access to large international audience in key European markets. Eh Bee Family audience is 23% Italian .Building consideration and advocacy within these relatively untapped markets.
  • 96% Positive Sentiment across social engagements and YouTube engagement.
  • 436.9K+ Total likes across FB, IG & YT
  • 6.9M+ total video videws on Facebook & Youtube
  • 27.6M+ total Snapchat Views
  • Media

    Video for Carnival Vista Cruise with Eh-Bee Family

    Produced by

    Carnival Cruise Line, Arnold Worldwide

    Links

    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, Vine and the rest of the social web.

    The 9th Annual Shorty Awards were held April 23, 2017 in NYC and streamed to the public.