THE shorty awards entry period is now closed. finalists will be announced in march.

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

#LifeAt: Discover small and midsize enterprises innovating and growing with SAP solutions

Entered in Branded Series, Business to Business, Storytelling

About this entry

The "S" in "SAP" doesn't stand for sexy. We're an 88,000 employee, multinational enterprise software corporation that helps the world run better and improve people's lives. But our brand doesn't exactly scream "exciting" or "cool." So we on the SAP Small Midsize Enterprise (SME) marketing teams were faced with a question: How do we market our solutions to small and midsize enterprises that don't even consider SAP to be an option? We make innovative solutions but we realized that, in order to raise awareness of our SME solutions, we needed to do things differently—to innovate and come up with new ways to communicate our brand with our audience. Our products are so much more than just a bunch of ones and zeros; they enable and empower small and midsize enterprises to meet their full potential by becoming best-run businesses. We set out, not just to sell potential customers something, but to tell them something—to share authentic stories of the SME customers who's successes are powered by SAP. Because at the end of the day, people aren't influenced by big corporations, they're influenced by other people.

Why does this entry deserve to win?

SAP has over 250,000 small and midsize enterprise customers, each one with a connection to our brand. We knew we wanted to tell their stories and highlight SAP's role in their successes—the question was, how?

Promotional Strategy

Why episodic videos?


When we created #LifeAt, we did so to get the word out about SAP's small and midsize enterprise solutions and to connect with potential customers. To say we met our goals would be an understatement. Following a July 2017 launch:


Video for #LifeAt: Discover small and midsize enterprises innovating and growing with SAP solutions

Produced by

SAP, SAP North America Marketing, SAP Small Midsize Enterprise Digital Marketing, SAP Global Indi-rect Channels, Aftermarq, Social Tribe, Phd Media, R


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.

shorty awards finalists will be announced in mid-march!