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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

Tasting Table Content Studio: "Make It A Moment"

Entered in Branded Content

About this entry

As a previous partner, National Pork Board (NPB) worked with Tasting Table (TT) to create custom recipes and food-forward, "hands + pans"-style videos.

In 2016, TT was charged with creating social-forward, lifestyle videos that positioned Pork as the star of any moment, with an emphasis on the serving moment.

TT created Make It A Moment, a 4-part, stop-motion video series that highlights the making of key moments—from cooking to serving.


Why does this entry deserve to win?

With a primary KPI of video views on Instagram and Facebook, TT and NPB leveraged each brand's respective 1st party data to identify occasions that would resonate with NPB's target audience on TT.com, PorkBeInspired.com and across both brands' social platforms.

As TT moved into production, the focus remained on ensuring the videos and the cut downs were quick, colorful, interesting and informative—a winning social formula. Stop-motion was a relatively new style and approach for both TT and NPB, as both brands have typically created hands + pans, recipe-based content. It was important in this series to find a balance between the service of a recipe-style video and the lifestyle nature of the occasions. Through stop-motion, mixed with cooking segments and Polaroid-inspired images at the end of each video, TT was able to bring the moments to life in a low-lift, but impactful way.

Content Deliverables

Video Assets:

Format: Stop-Motion

Content: 1 NPB recipe, cooking tips, decor and serving inspiration, moment "snapshots" bring the serving and occasions to life

Occasions

  1. Book Club
  2. Friendsgiving
  3. Game Day
  4. Movie Night

Each video lived on individual recipe pages, with related tiles driving to the others in the series (NPB chose not to have videos in a playlist), allowing TT to promote each video individually across TT.com.

Results

By creating data-informed content and targeting relevant audiences across Instagram and Facebook, Make It A Moment exceeded campaign video view goals by 300%:


Media

Video for Tasting Table Content Studio: "Make It A Moment"

Produced by

Tasting Table

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.