13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 10th Annual Shorty Awards

Define Your Beard

Entered in Multi-Platform Campaign, Instagram Presence, Real Time Response

About this entry

To drive awareness of the SheaMoisture Men's Beard Collection and promote a culture of brotherhood & self-care, we launched our "Movember" #DefineYourBeard campaign -- a visual campaign of male solidarity promoting the importance of men's health.

Why does this entry deserve to win?

With a limited budget, we created a Social Media series that captured the multidimensional spirit of our SheaMoisture man, drove sales and ultimately strengthened the Brand's retail relationships. The strategy was to bring our SheaMoisture man to the forefront of millennial minds by harnessing "Beard Culture" along with the authentic sense of brotherhood tailored to the tone of voice -- all to create a breakthrough social media campaign.

By using SheaMoisture Men's signature Brand cues and color elements, vibrancy and diversity, we emphasized the boisterous, witty and colorful spirit of our demographic. We used 'street-casting' to add a sense of relatability, encouraging our models to relax and authentically exude individualism and personality, aligning with our SheaMoisture Men persona - a vanguard in style, confidence, and originality.

Notwithstanding, we wanted the success of this series to be due to not only the spirit of the men on screen, but for it to resonate with both male and female audiences.


Within just a month, across both SheaMoisture & SheaMoisture Men, #DefineYourBeard achieved key milestones:

For @SheaMoistureMen, we achieved:


Video for Define Your Beard

Produced by

SheaMoisture Men


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, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners have been announced. follow us to see who won!