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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 9th Annual Shorty Awards

Macy's Holiday Shorts

Entered in Multi-Platform Campaign

About this entry

American Rag, a fashion brand for millennials available exclusively at Macy's, wanted to drive awareness of their 2016 holiday collection of onesies and ugly sweaters. With funny graphics like "Jingle My Bells" and "Bae It's Cold Outside," adorning the product, there was a unique opportunity to turn the holiday tradition of gag gifting into a shareable, social experience.

Why does this entry deserve to win?

American Rag is available in Macy's department stores, but its target audience doesn't actually go to the mall anymore. Instead they go to their social channels for inspiration and trends. To get the product in front of American Rag's target, we teamed up with high-profile influencers Liza Koshy, David Dobrik, KrispyShorts, and Matt Cutshall to share the collection organically in their own feeds. Since the product featured a variety of satirical graphics, short videos proved to be the perfect vehicle to position it as a must-have. Our four main influencers were tasked with creating comedic vignettes featuring the onesies and sweaters and promoting the partnership. Additionally, we sent oversized holiday gift boxes in the weeks leading up to Christmas to a group of fifty influencers, comedians, and celebrities alike to surprise them with ugly holiday gear and ultimately get them to show it off to their followers.

Results

Our influencer video activation relied heavily on the abilities of Liza Koshy, David Dobrik, KrispyShorts, and Matt Cutshall to develop and execute storylines that were true to their personal brands, while also making our product shine. The resulting holiday shorts showed off the breadth of product and spread our reach way beyond American Rag's own channels. And it delivered huge results—2,211,416 video views, 588,894 engagements, and a 3% increase in Instagram followers—and even prompted the comment: "Best sponsored ad by anyone, ever. 😂" Additionally, we saw great engagement with our holiday gift boxes. American Rag onesies and sweaters were featured in the feeds of Logan Paul (10+ million social followers), Lele Pons (14+ million social followers) and many others. The holiday collection was a huge success for American Rag, selling out before the end of the season.

Media

Video for Macy's Holiday Shorts

Produced by

HYFN, Macy's Merchandising Group

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.