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

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Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

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Environment

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Health & Wellness

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Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

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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

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Real Time Response

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User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

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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

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Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

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Client Team

Communications Team

Community Team

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Culture Team

Design Team

Legal Team

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PR Team

Production Team

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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

USAA Memorial Day

Entered in Multi-Platform Campaign, User-Generated Content

About this entry

To engage the military community and the general public for its Memorial Day campaign, USAA centered its campaign on honoring the fallen by wearing a poppy flower. The flower is used to symbolize the sacrifice of fallen soldiers in the U.S. and was inspired by the World War I poem, "In Flanders Fields." Through this insight, USAA and Publicis created a virtual poppy wall to inspire the public to dedicate a poppy in memory of someone that was killed while defending our nation. A combination of owned, paid, and earned media drove this social -first campaign to deliver high media exposure on a limited budget.

Why does this entry deserve to win?

Publicis centered the conversation around #PoppyInMemory, which allowed the brand to create something that was ownable and also educated audiences about the purpose of the poppy as a symbol of remembrance.

Publicis activated its agency partners and worked in tandem with USAA's creative services team to create a multi-platform campaign through a phased content approach. The team unveiled content throughout the campaign to educate the general public on the true meaning of Memorial Day, to inspire by telling stories of those who have fallen or honor the fallen and to activate by encouraging the public to wear it [the poppy] and share it.

To educate, the team launched a first -of-its -kind 360-degree "In Flanders Fields" poem, utilizing Facebook's 360 photo post format. To inspire, video content was developed and cut specific to each platform which allowed the story to be told in its own unique way on Facebook, Instagram, Twitter and Snapchat.

These tactics drove to the virtual poppy wall, where users were encouraged to activate by dedicating and sharing a virtual poppy in memory of fallen friends and relatives on a responsive, device-agnostic website. Users were able to submit a highly-emotional piece of social currency meant to be shared on their social media profiles.

Results

The campaign delivered over 109MM cumulative owned, earned, and paid impressions with an earned to paid ratio of 3:1. Nearly 100,000 site visits drove approximately 13,000 virtual poppy submissions. Overall, the campaign emphasized USAA's dedication to service members through a focused high impact and high engagement effort.

Media

Produced by

USAA

Links