entries for the 11th annual shorty awards are open now enter!

11th Annual Shorty Awards Categories

See below for official categories. The regular entry deadline is February 7th, 2019.

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

Liberty Mutual Community Management Word GIFs

Entered in GIFs

About this entry

Increase buzz, excitement, and engagement for our 2017 social media outreach initiative by evolving the current imagery used in our social media outreach program and creating a catalog of unique, modern, branded GIFs. Our goal was a total engagement rate of 55% and a unique engagement rate of 45%.

Why does this entry deserve to win?

Using key branding cues, like our foundation line and Liberty yellow, as a starting point, we created a campaign of fun, engaging GIFs. Our approach was to segment the responses into three categories: new customers, longtime customers, and general compliments. To generate the engagement we wanted, these response GIFs needed to be interesting and fun to watch, something that people would be excited to receive in their Twitter feed. Because we were primarily using text and our foundation line, we thought of unique, creative ways to make the letters move and bounce to eventually reveal our message at the end.


The Words GIFs campaign for brand engagements and positive service experiences performed 53% over our unique post engagement goal. Total post engagement for each of these responses was over 150%, including 256% for #Excited and 260% for Welcome, far exceeding our goal of 55%. In particular, Welcome, with its entertaining visuals and personalized response, was extremely well received by new customers. It quickly became the one of the most successful creative pieces for first-time brand engagement with Liberty Mutual.


Video for Liberty Mutual Community Management Word GIFs

Produced by

The Creative Group At Liberty Mutual, Liberty Mutual Insurance

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

The Regular Entry Deadline is February 7th, 2019