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

PUMA: PUMALabs

Winner in Retail & E-Commerce, Snapchat

Finalist in Snapchat Filter/Lens

About this entry

To celebrate PUMA's PUMALab store coming to Detroit, we were challenged to find a way to let local sneakerheads in on the good news (creatively, of course), and to drive store traffic and sales.

Why does this entry deserve to win?

Our analysis of local sneakerhead social content demonstrated strong pride for their neighborhoods and go-to hangouts. They were 39% more likely to tag their neighborhoods, rather than their city, in social conversations. They were also mobile-first and among the most prolific users of Snapchat. These insights pointed to the need for an idea that drove awareness and anticipation for the PUMALab launch through social, and at street level.

Our initial hyperlocal insights surfaced key neighborhood hotspots around Detroit where we knew we could reach and engage our target audience. Taking these locations as inspiration, the local artist partners were engaged to design a series of one-off neighborhood geofilters – conceived in their own unique style and matching their limited edition Clyde colorways being released in-store on launch day. We then dropped the geofilters across these neighborhood hotspots in the lead up to the store opening.

Not only was each filter a sharable, locally inspired piece of digital art, it was also designed as an 'admit one' ticket to opening day when saved to Snapchat memories. To encourage users to save, we placed the 'admit one' motif on the geofilter hovering just above the 'save to memories' button on Snap's user interface.

SnapAds and targeted content let local sneakerheads know about the local artist collabs, and challenged them to hit their neighborhoods, discover the geofilters in the run up to launch day and hit the store.

Results

Over 17,000 local sneakerheads (that's about 68% of all sneakerheads in the city) spent more than 486 hours engaging with the content and geofilters, ensuring PUMALab's opening weekend beat all expectations in terms of footfall and sales. The store sold out of the ltd edition artist collab on the first day of launch, beating targets by a full four weeks. Since opening, the Detroit location has continued to produce strong results in sell-through for the PUMA brand.

Special thanks goes to artists Mr Kiji and Nick Jaskey as well as our partners at Adnauseum.

Media

Produced by

1000heads, PUMA

Link

Entry Credits