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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

RACING AHEAD OF THE HERD

Entered in Instagram Presence

About this entry

KTM, founded in 1953, is the largest European motorcycle manufacturer specialising in "Ready to Race" on and off road motorcycles. KTM has built a reputation for high-quality premium race ready machines suitable for street and off road race competition and recreation. With more than 260 World Championships and counting, the technology, design and performance of KTM motorcycles continues to race past competition time and again.

Racing hence, is and always will be KTM's key talking point.

That been said, in India, KTM faced a very acute challenge. Indians, neither related to nor understood KTM's illustrious legacy. Besides that, KTM talking about dirt or tarmac never really resonated with our audience. For them, racing is a very rash and dangerous exercise. And a brand trying to own a space like racing was destined to have a dull future, particularly on social media.

Our objective was to build relevance and relatability for the brand while still stay true to what the brand stands for.

Why does this entry deserve to win?

Challenges:

An Austrian brand that stands for racing with no legacy in India

Taboos Associated with racing in India.

The objective was to drive relevance and reliability for KTM in India, while making sure the brand stayed true to its roots. In order to do so, we decided to implement a PULL STRATEGY . While our approach largely centered around user generated content that was tactfully curated, we were also successful in leveraging the power of Instagram by presenting visually captivating content that told a story and had a KTM spin to it. The curation and creation of relevant stories managed to fuel the passion in every sports biker. The engaging content created a community of KTM loyalists that gradually turned into advocates for the brand. These new 'fans' helped recruit more members and thereby grew the KTM community by a whopping 600%. Because we managed to do this organically, engagement levels also grew along with the rise in followers! Hence, we were successful in driving Instagram as a 'SOCIAL ADVOCACY' Platform through our constantly evolving content by keeping the consumer at the centre of everything we do.

Results

We have grown from 50K fans from Jan 2016 to 310K fans in the last year on Instagram. That's 600% organically in a year.

We've been told fan page growth and handle engagement rate are inversely related. But, we didn't listen and our engagement rate grew to 6.2% organically.

Adding to that, we recorded a month on month growth of average post engagement from 2000 to 15,000. That means our average post engagement grew by a staggering 650%, organically.

Media

Video for RACING AHEAD OF THE HERD

Produced by

Dentsu Webchutney, Bajaj KTM

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.