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 11th Annual Shorty Awards

#BeatTheCrave

Winner in WhatsApp

About this entry

The meal replacement category itself is a fairly new category for Indian Audiences. Generally, many aren't aware of the fact that meal replacement shakes even exist and then there are a few that have their own skepticism of replacing a full course Indian meal with just a glass of shake. Mostly, there is only a niche set of audience which invests in their health through this route. Being a new brand in this category, we hardly created any impact on sales as there was lack in awareness and education.

The objective was to create brand awareness and sales by helping people in their weight loss journey. We took up as our objective to control their cravings and make them successful in their diet, but a creative route which helped them to stay true to it.

Why does this entry deserve to win?

We understood the insight that people crave for unhealthy and junk food all the time. What triggers it more, is the online and offline food porn that goes around! In this environment, it gets very difficult to maintain weight, control cravings and maintain a healthy lifestyle. The most common and effective way to overcome your cravings is through distractions.

To overcome the same, we created the first ever digital audio buddy to help control cravings. We recorded and published audio clips on our website that specifically helped different people deal with cravings in different ways.

We divided our Clips into thought through routes. We used humour to distract, Meditative and Relaxation Clips to Calm the mind and bring it back in control, expert tips to provide knowledge how cravings occur and the various ways you can beat them and riddles and puzzles to occupy the mind again distracting one from their cravings. Hence, whenever a person would crave for unhealthy food, they could come on our website and beat their cravings completely with our audios.

Results

Facebook Reach: 82,49,757

Microsite visits: 1,60,000+

Engagement:

12%+ - Return Visits

Avg. Time Spent: 03:12

Sales:

500%+ rise in Sales

Others:

Craves controlled/Total plays: 64,000+

Whatsapp numbers received: 1,300+

Achievement against business targets

Branding and awareness among our targets was created. There was a good amount of return visits and the time spent by returning users was 03:27 which is higher than the average time spent on the microsite.

Media

Video for #BeatTheCrave

Produced by

WATConsult, Saffola Active Slimming Nutri-Shake

Link