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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Health & Wellness

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Grassroots

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

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Emerging Platform

Emerging Platform

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Community Management

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Television

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Self-Defined

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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

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Design Team

Legal Team

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PR Team

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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

Will & Grace

Entered in Multi-Platform Campaign

About this entry

A beloved show and highly anticipated revival, Will & Grace originally ran in an age before social media, and its revival initiated the challenge of bringing the prime time darling to the digital age. To accomplish this, we focused on reminiscing the iconic moments from the legacy seasons, introducing the Fabulous Foursome to a new generation of fans, and opening the floodgates on Will & Grace digital content for the first time ever. Will & Grace's season premiere was heralded as "the most social half hour comedy (or sitcom) measured since the start of Social Content Ratings" by Nielsen Social Content Ratings, and by the conclusion of the 2017 Fall season, Will & Grace ranked as the #1 most social broadcast comedy show by NSCR.

Why does this entry deserve to win?

After an 11-year hiatus, we ignited Will & Grace fans with digital content across social channels for the first time ever. The internet was starving for clips from the original run and oh honey did we deliver by releasing hundreds of clips from all eight seasons via season and character-focused playlists. The next step? GIF it! We partnered with Giphy and Tenor to create brand pages (a first-to-market activation for Tenor) sharing countless legacy GIFs pre-premiere. Once the internet was inundated with the Fab Foursome, we brought them to life through in-universe social accounts like Grace Adler Designs on Pinterest. The fandom became so activated in anticipation of the new season, a Facebook Community page for "The Beaverhausens" was created to geek out over every slap, "JUST JACK" and tummy touch.

ORIGINAL CONTENT: In addition to flooding the internet, we created a series of custom content franchises across social platforms to familiarize fans with the Fabulous Foursome, engage the fandom, and build affinity.

TALENT: The construction of an on-set social lounge allowed for unprecedented access to talent, giving the Will & Grace social channels the opportunity to host influencers, guest stars and cast for activations.

PARTNERSHIPS: The quest to Make America Gay Again continued by partnering with some of our favorite charities, outlets and apps to raise awareness and some money ($600,000 to be specific).

Results

Media

Video for Will & Grace

Produced by

NBC Entertainment Marketing & Digital, Digital Media Management

Links

Entry Credits