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.

St. Jude #GivingTuesday 2016

Entered in Non-Profit

Objective

Giving Tuesday, often referred to as #GivingTuesday for purposes of hashtag activism, is the Tuesday after Thanksgiving. Started in 2012 as a movement to create an international day of giving at the start of the holiday season, Giving Tuesday has grown exponentially year after year. Integrating naturally with our 13-year-old Thanks & Giving end-of-year campaign, the St. Jude Giving Tuesday campaign focuses attention on gratitude, as a response to commercialism and consumerism of the post-Thanksgiving season (Black Friday and Cyber Monday). Our goal for Giving Tuesday 2016 was to increase donations on that day by 28% YOY.

Strategy

Leveraging the prevailing spirit of gratitude during the post-Thanksgiving season, our core messaging for Giving Tuesday was: "Give thanks for the healthy kids in your life, and give to those who are not. Your #GivingTuesday gift ensures that no family ever pays St. Jude for treatment, travel, housing or food — because all a family should worry about is helping their child live." The campaign included activation on all St. Jude social channels – Facebook, Twitter, Instagram and Google+. Multiple posts throughout the day used the #GiveThanks and #GivingTuesday hashtags. Corporate partners and several St. Jude celebrity friends were activated as well, posting/tweeting on behalf of St. Jude, and we re-posted/re-tweeted their promotions. The focus of all efforts was driving donations. To further encourage social sharing of the St. Jude hashtag, a landing page was created with an embedded aggregate of social posts using the #GiveThanks hashtag.

Results

The revenue goal (an increase of 28% YOY) was achieved. Additionally, there were 5.3 million impressions (112% increase YOY). Average engagement rate in social media was up dramatically YOY, from 0.67% to 4.08%. Through our strategic partnerships, St. Jude was a featured charity on the AOL.com homepage "Make a Difference" module, a featured charity with PayPal, and a featured charity with Facebook. Throughout the day, the St. Jude #GiveThanks/#GivingTuesday campaign was supported by 10 corporate partners, including: PayPal, Willliams Sonoma, Tumi, GNC, HSN, Brooks Brothers, Domino's, Charlotte Russe, Kmart and NY&Co. Ten celebrity partners, including Ellen DeGeneres, also supported the campaign through social media.

Media

Produced by

ALSAC/St. Jude Children's Research Hospital

Links

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.