finalists for the shorty social good awards have been announced see finalists

11th Annual Shorty Awards Categories


See below for official categories. The early entry deadline is November 29th, 2018.

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 10th Annual Shorty Awards

Bleach Like a Boss

Entered in Art Direction

About this entry

Consumers are afraid of liquid bleach. And rightfully so. It splashes and damages, resulting in a category freefall as Millennials switch to bleach wipes and crystals.

To make matter worse, the liquid bleach category is boring and in need of a long-overdue shake-up. So combine the obstacles of fear, declining sales, and the category being a total snoozefest…how can a bleach solve that?

Meet CLORALEN Platinum Splash-Free Bleach Liquid Gel. A bleach innovation that dared to enter a declining category at a premium-price point with a goal to grow category sales and shift a negative consumer perception.

Why does this entry deserve to win?

Through research, we found an overwhelming number of consumers take special precautions to avoid bleach accidents. Donning a separate set of "junk" clothes and thick rubber gloves is common when using liquid bleach. Simply put, bleach is a bully, and it was winning.

CLORALEN Platinum provides total control so anyone can Bleach Like a Boss.

Bleach Like a Boss is grounded in a take-charge strategy that holds no prisoners. A provocative campaign threw down the gauntlet to hype the control consumers have with CLORALEN Platinum. Through bold visuals, inventive product demos, and even memes, CLORALEN stood out in a sterile category and showed that there is only one way you should be using bleach: Like A Boss.

Results

The campaign reframed the consumer perception of liquid bleach and turned bleach skeptics into bleach bosses. The Bleach Like a Boss campaign helped CLORALEN increase its category dollar share by 21%.

Since launching our social channels in April '17, we garnered over 8.5 million impressions on Facebook and 1.5 million impressions on Instagram through the end of 2017. On Instagram, the campaign bolstered more than a 23% average engaged user rate.

Media

Video for Bleach Like a Boss

Produced by

Cavalry, AlEn, USA

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, Twitch, Musical.ly, and the rest of the social web.

The Shorty Social Good Awards will be held November 15, 2018 in New York City