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

WE tv Mama June: From Not to Hot

Entered in Multi-Platform Campaign

About this entry

The goal of the campaign was to drive tune-in to the series premiere of the show, capitalizing on the existing audience of Toddlers in Tiaras and Here Comes Honey Boo Boo who had previously tuned into another network. Additionally, Mama June and Sugar Bear had been on WE tv's Marriage Boot Camp Reality Stars, so she had a following on WE tv to be re-engaged.

Why does this entry deserve to win?

The campaign focused on Mama June's under-wraps physical transformation, teasing the dramatic difference, with a "you'll never believe it" tone that would leave fans and newbies alike reeling. To drive tune-in and continued engagement with show content, this edge-of-your seat anticipation needed to be accomplished without ever revealing pictures of the star's final results.

Instagram and Facebook carousels, a Conversational Twitter ad and 10 second Snapchat ads were used to drive anticipation for the premiere, while Snapchat geofilters created real-time engagement and excitement.

Results

The Snapchat geofilters generated 13,000 swipes and 9,200 views and ads drove 11 million impressions. Instagram carousel ads drove 6.1 million impressions and 2.2 million engagements. Twitter ads drove 801,069 impressions, 167,149 views and 3,705 hashtag clicks. The series premiere of Mama June: From Not to Hot delivered 2.3 million total viewers in Nielsen live+3 ratings, making it the network's highest series premiere ever in total viewers and among key demos. The show ranked as Friday night's #1 program among women and the #1 ad-supported cable program in its time slot.

Media

Produced by

DEFINITION 6, WE tv

Entry Credits