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

NowThis x Samsung Gear 360 -- the no. 1 most viewed campaign on Facebook in 2017

Winner in 360 Video

About this entry

NowThis is a digital publisher with a singular mission: to tell stories that move for today's mobile generation. NowThis brings expert visual storytelling together with an authentic, trustworthy voice. With this mission in mind, NowThis has developed its own expertise in producing and distributing engaging, short-form videos on Facebook, Instagram, Snapchat, and other social platforms. Because of this ethos, NowThis is the no. 1 most-viewed social news brand in the world with more than 2.5B monthly video views— and brands continue to tap into NowThis' expertise to reach millennial audiences with social storytelling.


Samsung Mobile wanted to build a global ecosystem of 360 content created by the Gear 360 around millennial passion points. They wanted to excite, engage and educate consumers about 360 by demonstrating the Gear 360's USPs in a way that made consumers consider purchasing it, and emphasized the accessibility of 360 photos and videos.Their main KPIs were awareness and education.


We aimed to transport our audience to distant places while making them feel intimate and accessible all through Samsung's Gear 360 camera, which fits within the palm of your hand. NowThis took Samsung's Gear 360 to 5 continents and over 20 countries in just four months. We wanted our audience to not only learn about Samsung's new 360-degree camera, but also provide them with engaging content that sparked curiosity and encouraged them to "look around!" We opted for a fully social campaign to reach our audience where they consume content most.

Why does this entry deserve to win?

The NowThis x Samsung Gear 360 campaign launched in June 2017 and consists of 23 360-degree videos that transport audiences across Facebook, YouTube, Instagram and Twitter across the globe, immersing viewers in distant places and unique experiences like gondola riding in Venice, Italy; sleighing through Santa's Village in Finland; and exploring a baby elephant orphanage in Kenya -- all through Samsung's Gear 360 camera.


This was one of the first-ever branded content 360-degree campaigns to live exclusively on social (across Facebook, Instagram, Twitter and YouTube). With Facebook only recently having unveiled their 360-degree capabilities, we relied heavily on unique creative and once in a lifetime access to rare places throughout the world. We didn't know how our audience would react or engage with branded 360-degree content, but we have seen incredible engagement and just about 0% negative sentiment.

Results

Since our campaign launched in June 2017-- and with just 23 360-degree videos -- our branded content has seen the following success:


NowThis x Samsung Gear 360 is the most-viewed branded content campaign on Facebook in 2017 (Source: BrandTale).


NowThis became the #1 most-viewed 360-degree video publisher in all of 2017 (with just 6% of the amount of content and more than double the video views than the #2 publisher (Source: Tubular).


Client KPIs:

-Awareness: +8%, 1.3x mobile/camera campaign industry norm

-Brand recall: +16%, 2x industry norm

-Message recall "unframed": +7%, 0.7x industry norm

-Brand favorability: +9%, 2.9x industry norm

-Purchase intent: +9%, 4.4x industry norm (Source: Kantar Millward Brown Study)


- 161.5M video views

- 845M social impressions

- 1.6M social engagements on Facebook alone

- over 184K shares on Facebook

- 18 videos have been featured on Youtube's Best of VR Portal

- 1% negative sentiment, which is by far, our highest positive sentiment campaign to date

Media

Produced by

NowThis, Samsung, Starcom UK

Links