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.

Shoes So Fresh

Finalist in Graphics

Entered in Multi-Platform Campaign

Objective

The purpose of this integrated campaign was to increase brand awareness, familiarity and social engagement with Finish Line and change people's perception that it is an underdog in the category.

Strategy

Finish Line is the "David" to Foot Locker's "Goliath." But the simple truth remains - true currency in the shoe market is having the freshest shoes. Since Finish Line couldn't outspend, we had to help them out-fresh. We created the "Shoes So Fresh" campaign that let everyone know Finish Line had the latest and greatest.

The campaign conceptually reinforced the idea of "fresh" and also referenced an element of sneaker culture. Every element represented the one-upping, hyper-competitive nature of sneakerheads.

Results

Since we launched our campaign there's been a 193.1% Brand Interest Lift, 53.2% Brand Ad Recall Lift, 11.1% Brand Awareness Lift, 23.8% Brand Awareness Lift amongst females and 69.5% Ad Recall Lift amongst males. We also received a "Best in Class" Google benchmark.

Media

Video for Shoes So Fresh

Produced by

INNOCEAN USA, Finish Line

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.