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

Raw digital campaign

Silver Distinction in Multi-Platform Campaign

About this entry

The award-winning, critically acclaimed horror film Raw is the visually decadent coming of age story of a young woman's sexual awakening and unbidden descent into cannibalism.

We identified and targeted three audiences: arthouse film lovers with an appetite for original storytelling, millennial horror fans, and general moviegoers. The creative, content, messaging and paid media strategy would be specific to each in order to maximize efficiency, awareness and buzz. We devised a platform strategy targeting arthouse lovers on Facebook and Tumblr, horror fans on Instagram, and general moviegoers on Twitter.

Why does this entry deserve to win?

The campaign rolled out in four phases that paralleled Justine's story.

Phase 1 focused on her coming of age with the in-world transmedia viral execution "Justine's Diary". Over 100 posts on Tumblr, her story was told via reblogged and original content that evolved progressively with her character. The Tumblr community gave us their highest compliment when they started corresponding with Justine as though she were real.

Phase 2 highlighted her sexual awakening and the irresistible bloodthirst that came with it. Our original "man meat" series imagined the world through her eyes.

Phase 3 underscored the film's erotic, visceral imagery, complemented by a Facebook viral piece that asked which friends fans wanted to shag, marry or eat, quickly driving awareness to new audiences.

Our paid social strategy needed to be hyper targeted in order to maximize the indie budget. After systematically creating individual posts to promote, we chose from 30 segments to target. The strategy paid off, and our posts reached a benchmark-shattering 5 million on Facebook.

Phase 4 culminated in an urgency push, in which we turned up the frequency on all channels, broadcast the rave reviews and responded to fans hungry for screenings in their cities.

To get the younger horror audience on board with cannibalism as a sexy, must-see concept, we conceived a low-cost high impression micro-influencer activation, working with Instagram horror artists directly to envision their interpretations of the film. Fans were delighted to organically discover and share, and the art was covered in a number of horror publications such as Dread Central, Bloody Disgusting and Broke Horror Fan, garnering 2.8 million owned and earned impressions with no media or PR spend.

Results

Our highly targeted efforts resonated, garnering reach (5 million) and impression numbers (7 milion) that exceeded benchmarks for an indie film. With a 90% RottenTomatoes score for what Rolling Stone called "a contender for best horror movie of the decade" audiences couldn't get enough of Raw.

Media

Produced by

Neoganda, Focus

Link