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.

Getty Images and Jerome Jarre Summer Olympics 2016 Social Good Activation

Entered in Social Good Campaign

Objective

Getty Images is the official photographer of the International Olympic Committee (IOC). Every year, over 100 people from Getty Images document the Olympic Games. Although we traditionally post our imagery across social media, we looked to extend what we did this year to be more impactful. We previously worked with Jerome Jarre taking him along for the ride with us for the Cannes Film Festival. We also knew from our photographer Mario Tama (who spent time documenting Zika and life in Rio months before the games) that the world outside the Olympic venues was drastically different from what most people saw globally.

Social media superstar Jerome Jarre shared with us his idea to for a social good campaign, which we thought we could make it mutually beneficial. He would bring along with him Juanpa Zurita, one of Latin America's most influential social media stars (over 10MM fans) and we would have them ask their fans to Snapchat us to get us to help them bring kids to the games. Their followers took to not only Snapchat but our Instagram and Twitter, as well to ask us to help.

Strategy

The idea was simple: Jerome would bring along with him Juanpa Zurita, one of Latin America's most influential social media stars (over 10MM fans) and we would have them ask their fans to Snapchat Getty Images to get us to help Jerome and Juanpa Zurita to bring kids from local favelas to the Games. Their followers took to not only Snapchat, but our Instagram and Twitter as well, to ask us to help.

Results

Jerome took over Getty Images' Snapchat account and documented bringing 100 underprivileged children from a favela to the Olympic Games.

Our views per snap increased over 7X - from 5K to 35K views per snap. Snapchat no longer reports follower count, but past performance indicates an ~120K audience increase mid-games.

Jerome stopped by our office and took our Snapchat viewers behind-the-scenes of our editors and photographers' operations.

Four former US Olympians Sydney Leroux, Candace Parker, Carlos Boozer and Tim Howard helped us spread the word generating 56K engagements and an est. 5.1MM impressions

Media

Produced by

Getty Images

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.