ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 10th Annual Shorty Awards

MTV EMA

Entered in Multi-Platform Campaign

About this entry

From start to finish, our digital campaign aimed to engage as many music fans as possible on their favorite platforms and amplify awareness of the 2017 MTV EMA. In order to grow the size of our digital audiences and drive engagement, we wanted our platforms to be places where fans could find original and entertaining content featuring the biggest names in music, watch live streams of exciting EMA events and unabashedly show love for their favorite artists. Since the MTV EMA is an international event, making our content relatable to people in countries all over the world was a top priority throughout the campaign.

Why does this entry deserve to win?

During the digital campaign for the 2017 MTV EMA, our social media posts were liked, commented on and shared over seven million times. We drove engagement on social media to new heights by live streaming MTV EMA events in regions all over the world, holding rounds of voting on Instagram and Twitter, localizing content for local MTV social accounts, and immersing an international group of influential social media users in the EMA action.

From the very beginning of the 2017 EMA season, our team was dedicated to making content that young music lovers would enjoy and share. We produced hundreds of localized pieces of content for Facebook, Twitter, Instagram, Snapchat and MTVEMA.com.

Whether turning footage of a Beyoncé performance into a highly shareable meme or producing hilarious videos with Geordie Shore cast members, we were constantly working on creating original videos for multiple social platforms.

We tapped into the enthusiasm of young music fans on social media by holding votes for two major award categories, Biggest Fans and Best Look, exclusively on Twitter and Instagram. During the rounds of social voting, we saw droves of enthusiastic engagement pour in on both platforms as passionate fans took on the task of voting for their favorite artists like Shawn Mendes, Zayn and Justin Bieber. In addition to votes, which were cast in the form of hashtags and likes, we saw many fans using their personal platforms to encourage others to vote.

We took several steps to make the 2017 MTV EMA an event that music fans around the world could experience digitally. Throughout the campaign, we worked closely with local MTV social media managers to localize 1,204 pieces of social assets. Our team also devised a way to simulcast, or simultaneously stream, 25 Facebook Lives of major MTV EMA events, such as David Guetta's epic performance in Trafalgar Square, to nearly 20 different regions around the world. The MTV EMA app users could experience EMA performances in 360/VR and also had access to custom AR features, which were unlocked during performances of some of the night's biggest performers like Demi Lovato and Camila Cabello.

In addition, we had a diverse group of influential social media users on the ground, taking part in the EMA action and covering it in ways that were relatable to their social media followers around the world. The five It Girls and seven Social Squad members who we invited represented eight countries, spoke six different languages and collectively had 67.2 million followers on social media. They documented their experiences on their personal social media accounts and hosted Facebook Lives on local MTV accounts in local languages, capturing all the red carpet and backstage action in their native languages.

Results

The results of the 2017 EMA campaign were remarkable. People engaged (liked, commented on, or shared) with our posts on Instagram, Twitter and Facebook over 7.2 million times. On the day of the show, MTV EMA trended on social media for nine hours.

Facebook Live videos of the 2017 EMA events were viewed over five million times. The EMA red carpet coverage that streamed on Facebook Live was viewed over 1.8 million times.

The Social Squad and It Girls made the EMA more relatable to audiences around the world than ever. Their MTV EMA social media posts were engaged over 4 million times.

The social vote component of the 2017 campaign was a huge success. The social voting categories, Biggest Fans and Best Look, were among the top three most-engaged topics during the campaign. Over nine million hashtag votes were cast on Twitter for the Biggest Fans category.

The MTV EMA accounts on Facebook, Twitter, and Instagram gained hundreds of thousands of followers during the 2017 campaign.

Media

Produced by

Viacom International Media Networks

Link

Entry Credits