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

11th Annual Shorty Awards Categories


See below for official categories. The early entry deadline is November 29th, 2018.

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

Undeniably Dairy

Entered in Short Form Video

About this entry

For years, dairy sales have been declining. Between aggressive marketing about dairy alternatives and hype around fad diets, consumers are feeling that dairy is no longer a relevant part of their lives. However, we know our audience currently enjoys authentic dairy foods and products, they just don't associate those memorable taste experiences with the word dairy.

Dairy is what makes the foods we love… the foods we love. So, we decided to reengage with our audience by meeting them where they are, demonstrate how dairy plays a role in all of their favorite food moments, and remind them why they love dairy in the first place.

Why does this entry deserve to win?

Strategy: Reignite consumers' love of dairy by celebrating the dairy products that are already the best part of their favorite food moments.

Approach: Leveraging social channels across paid, owned and earned, we reintroduced the surprisingly fun and fun-ly surprising side of dairy by creating simple, short-form video content that reminded consumers of dairy's presence in all the things they love. We literally showed consumers that the blast of whipped cream on their sundae, the thick slice of cheddar on their burger, or the dollop of sour cream in their burrito is Undeniably Dairy. The goal was to drive engagement, reminding them why they love dairy in the first place, reigniting their love and trust in dairy.

Results

With our goal of driving engagement utilizing social content across paid, owned and earned channels, our audience has noticed, and engaged with the Undeniably Dairy videos in the following ways:

— 20M total video views to date.

— 1.5M YouTube views of the capstone video, "Dairy, Dairy, Dairy."

— 50% of people who were served our videos on Facebook and Twitter stopped to watch, exceeding our target of 15%-18%.

— 33% of Facebook viewers completed the capstone video, "Dairy, Dairy, Dairy," exceeding Facebook's average of 12%.

— 3.27% CTR on Facebook, exceeding their .85% channel benchmark.

Media

Video for Undeniably Dairy

Produced by

Edelman, Dairy Management Inc.

Links

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 Shorty Social Good Awards will be held November 15, 2018 in New York City