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

#CR7Challenge

Entered in Contest or Promotion, Multi-Platform Partnership, User-Generated Content

About this entry

For the launch of Cristiano Ronaldo's latest fragrance, CR7, we took on the challenge of raising awareness and generating sales via social channels for the new product.

Following a brand video explaining the many facets of Ronaldo's personality, all represented in his new fragrance by exotic ingredients and a luxurious PR launch event in Madrid, it was our turn to get fans excited about the new CR7 Fragrance.

Why does this entry deserve to win?

Being Ronaldo's first "everyday" fragrance, CR7 targeted a younger audience than his previous collections, we set out to create a social-driven campaign that would reach as many people as possible and get them talking about the new fragrance.


What better way of getting fans excited than with a challenge from Cristiano Ronaldo himself?

After spraying on the CR7 Fragrance, Ronaldo channels his best self and performs an exciting football trick. The challenge is easy: put your spin on Ronaldo's trick, post a video of it on Instagram with #CR7Challenge and pass it on to 7 of your friends!

We launched the campaign on Ronaldo's Instagram and Facebook channels, as well as on the Cristiano Ronaldo Fragrances social channels.

The launch video on @cristiano's Instagram channel has been viewed over 5.1M times and 1.3M views on Facebook, having been shared over 4.3K times by passionate fans.


Challenge accepted!

With Cristiano Ronaldo challenging big names such as MMA fighter ConorMcGregor, professional golfer Rory McIlroy, F1 world champ Nico Rosberg, One Direction's Niall Horan and YouTubers Calfreezy and ChrisMD, we were excited to see their amazing football skills.

A few days later, Rory McIlroy's challenge took the internet by storm, making the front page of the Daily Mail, The Sun and Sky Sports. Nico Rosberg followed suit. His attempt to do the #CR7Challenge was quite impressive, but ended in him breaking his neighbour's plant pots… another opportunity for the #CR7Challenge to make the headlines! With 38 articles in 9 languages amounting to 4.1M coverage views, we couldn't wait to see what comes next.

Results

#CR7Challenge campaign highlights:

---> 74.9M campaign impressions ( over 1,000% above our target)

---> 3.5M social engagements (over 2,000% above target)

---> 36.6% Instagram growth

---> 21.5% Facebook growth

---> 4.3M earned coverage views

---> 4.8M campaign video views


Social first

We have seen 4.7M video views across the campaign on the Cristiano Ronaldo Fragrances channel alone and 18.2M views on Cristiano Ronaldo's social channels.

With a minimal media spend budget, the #CR7Challenge grew the Cristiano Ronaldo Fragrances social accounts by 67,000 new Instagram fans (36.6% growth) and 42,000 new Facebook fans (21.5% page growth) in a two month period.


User generated content

The #CR7Challenge had video at its core. We know asking people to film themselves performing a relatively complicated trick was a big ask. But the entries kept on coming: video after video, getting more and more complex.

We have seen 3.5K uses of the campaign hashtag, amounting to 7.3M Instagram likes. After 120K visits to the campaign page, over 8,000 votes and 429 entries from 16 countries, the winner was announced: Norway's Daniel Nielsen.


Press

Having big names such as Nico Rosberg, Rory McIlroy and influencers Calfreezy and ChrisMD take part in the challenge made the campaign even more popular. We have had 4.3M earned coverage views with over 5.5K social shares, with pick-ups in the likes of Daily Mail, Sky Sports, Evening Standard and L'Equipe.


Media

Video for #CR7Challenge

Produced by

Catch, Eden Parfums

Links