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

Adobe & Imagine Dragons - Believer

Winner in Call to Action, Online Community

Finalist in Technology, User-Generated Content, Multi-Platform Partnership

Gold Distinction in Contest or Promotion

About this entry

We wanted to get the next generation of video creators and film editors to try out Adobe Premiere Pro, so they could experience first hand just how powerful it is. Especially compared to the growing number of inferior tools and free apps flooding the market.

But in order to do this, we had to give these aspiring creatives an irresistible reason to try Premiere Pro out in the first place.

Why does this entry deserve to win?

We decided to create a unique, user-generated contest that would entice seasoned video professionals and young creators alike to try out and really dig into Premiere Pro.

But we knew we couldn't just ask them to make a video. We needed to give them something amazing to make that video with. Something they would never have access to on their own.

So we partnered with one of the world's biggest bands (Imagine Dragons) and gave away their new song, Believer, and all the raw footage from their music video shoot.

We then challenged our audience to take it all and make it their own. It was, in essence, the very first open source music video by a major artist and an unprecedented gift to our creative community. We also offered $25,000 to the creator of the best video to be voted on by the band and the director, Matt Eastin.

Using an integrated approach across multiple marketing channels, we were able to drive unprecedented reach and engagement while delivering upon Adobe's promise to provide its customers with exceptional digital experiences.

We negotiated access to the Imagine Dragons' 15M+ social audience as well as a personalized message from the band to make sure we were tapping into their highly engaged fan base that overlapped with Adobe's target audience. The sheer reach afforded by the Dragons' partnership went a long way to getting young music lovers' and YouTube creators' attention.

From there, we used targeted paid social on Facebook, Twitter, Instagram, and Reddit to retarget people who had shown interest and direct them to the microsite. Through our media efforts, we set out to gather a diverse portfolio of ad partners to encourage awareness, consideration, demand generation and trials of Adobe Premiere Pro.

The contest was also localized for priority regions and translated into 11 different languages.

Results

Over the course of the 25 day contest, response was overwhelming:

- We reached 1.5B fans globally through social engagement and earned media

- 677k fans visited makethecut.adobe.com from 106 countries.

- 80K downloads of the video footage

- 10K full length video submissions from 28 countries.

- 13K downloads of the Premiere Pro trial

We also delivered on engagement with young creators, with 64% of video submissions coming from 18-25 year old editors.

Media

Video for Adobe & Imagine Dragons - Believer

Produced by

Edelman, Adobe

Link

Entry Credits