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.

Powerpuff Yourself

Entered in User-Generated Content

Objective

To reintroduce the tenacious trio to a new generation of fans, Cartoon Network tasked Carrot to create an online destination for their series reboot of Powerpuff Girls. Considering fans had been dying to join the Powerpuff Girls' squad for 16 years, an avatar creator was an obvious choice. We already had deep rooted nostalgia on our side, so above all we needed to be sure everyone had a chance to represent themselves as individualistically as possible.

Strategy

Powerpuff Yourself launched globally with over 500 unique assets, resulting in over 178 quadrillion different custom combinations. Our number one priority in the selection of assets was inclusivity. We included not just a variety of skin tones, but hair styles and textures to represent a wide range of ethnicities. And no choices were segregated behind a gender selector; we let the avatars speak for themselves.

Results

A successful UGC campaign must possess a careful balance of flexibility and constraint. The Powerpuff Yourself experience gave fans of PPG endless customizations, but didn't overwhelm them with more functionality than they could immediately understand. Giving fans a fast and easy way to create something entirely unique to them lead to fans creating over 12 Million avatars in just the first few weeks after launch.

Media

Video for Powerpuff Yourself

Produced by

Carrot Creative, Cartoon Network

Link

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.