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.

eBay Holiday 2016

Entered in Multi-Platform Campaign

Objective

Drive consideration of eBay as a holiday shopping destination by positioning it as the place for inspiration in giving thoughtful gifts.

Strategy

Around the holidays, every brand creates gift guides. So rather than blend in with the crowd, we helped eBay stand out through fun and interactive ways to inspire more thoughtful gifts this holiday season across several social channels.

We hacked Instagram, using tags and multiple profiles to create a personality quiz, bringing users through an immersive journey to find the profile that matched an archetype for the person on their list. In the end, they found a profile filled with shoppable gifts. We translated this to Facebook Canvas, pushing the boundaries by utilizing the ability to link multiple Canvas units for a more interactive and innovative experience. And to bring the activation to life on Twitter, we served playful content that cycled through intriguing questions about those on their shopping list, followed by hand selected gift suggestions to help users achieve the ultimate #GiftGoals.

Additionally, we partnered with influencers to offer viewers gifting stories and thought provoking questions to help them find a thoughtful gift through Facebook Live broadcasts.

Results

In a Facebook promoted content brand lift study, we saw a 4-point lift for Ad Recall. For Facebook Canvas, we received an engagement rate 50% higher than industry benchmark. On Instagram, the campaign inspired over 580k total reactions. And on Twitter, we beat the retail engagement rate benchmark by 141%.

Media

Video for eBay Holiday 2016

Produced by

Moment Studio, Deep Focus & Edelman, eBay

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, Vine and the rest of the social web.

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