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

Best Snapchat Discover Story – MTV International/France

Finalist in Snapchat Discover Story

About this entry

Our key objective was to create a Snapchat Discover presence that reflects and represents our young audience (Snapchat's demographic aligns with our own target audience, of between 14-34), producing daily diverse, intelligent, and entertaining content that informs and educates. The channel head set the target of achieving over 4 billion total views for the year across two editions.

The MTV International team produces two editions every day of the week – one in English for an International (i.e., ex-US & France) audience, and one French edition (for France), which includes localised, translated content throughout.

Our Snapchat Discover hits multiple pop culture touchpoints throughout the week – from the biggest celeb beefs to interviews with A-Lister movie stars – but we strive to produce more diverse, socially-responsible content. This led to the production of more themed editions and was consciously framed around lifestyle topics to engage and reflect our audience.

These deeper dives into singular, focused topics resulted in creatively and editorially progressive video shorts, written and animated content that drove millions of views, shares, screenshots and crucially drove conversations around topics that are often considered taboo, helping to normalise them.

Why does this entry deserve to win?

We started conversations on the platform that extended far beyond it, with editions framed around Consent, Periods, Female Pleasure, International Women's Day, Black History Month, Mental Health Awareness, World AIDS Day, Pride, and LGBTQ+ sex education.

Each takeover edition revolved around content created by the community it was talking about, with video interviews and informative editorial that gave a voice and audience to those who needed it most.

The 'Do You Know What Sexual Consent Is?' edition featured an informed, smart and dryly amusing flowchart that broke down the definition of sexual consent, as well as the often sexist counter-arguments to each eye-rolling question.

The 'Best Feminist Clapbacks of all Times' edition featured Hollywood star Jennifer Lawrence talking about #metoo.

The 'Period' edition dove into period poverty and how you can help charities/organisations supporting the cause via donations/spreading the word etc, endometriosis, and an informed piece on everything you ever wanted to know about period sex.

The 'female pleasure' edition chatted to an award-winning porn director to discuss how feminism fits within porn, and investigated the science behind orgasms.

An edition on 'female body hair' investigates unintentional sexism and body positivity.

The 'Black History Month' edition featured high-profile actors such as Idris Elba, Zendaya and more talking about the importance of racial identity.

Our 'Mental Health Awareness' edition had celebrities like Olly Murs talking about depression, as well as a breakdown of everything you need to know about anti-depressants.

The 'Pride' edition was framed around sex education for LGBTQ+ people, with features written by the community, and videos with people talking openly about polyamory, being trans, queer porn, and the importance of non-heterosexual sex education.

For World AIDs Day, we had a 'Safe Sex Education' edition, with content framed around celebrities who've talked openly about STIs, myth-busting features on HIV and a focus on the MTV Staying Alive Foundation.

We used the platform to test-drive new IPs for the brand, such as MTV Fit, which debuted on the platform on 1st January, scoring an impressive 14 million views, and leading to the creation of its own presence on other social media platforms.

We also worked closely with our sales team to produce content that aligned editorially with commercial campaigns, partnering with brands such as HostelWorld and Lynx to create content that engaged a young audience.

Results

We received huge support for a number of our editions across other social platforms, including the Consent edition, which provoked a hugely positive reaction across Twitter.

We achieved 4.8 billion views across our editions throughout the year – a huge achievement and the traffic pinnacle of all our platforms. It was also 800k views over our original target. We achieved all of this organically and without the aid of ad acquisition spends.

We broke our record for French Snapchat Discover twice throughout the year, achieving 16 million total views for the edition in January 2018, and over 1.6 million unique users in August 2018.

A campaign with Lynx impressed the client so much that they immediately signed up to another three takeover editions. Our edition on 'Men Who Are Switching Up Male Stereotypes' featured interviews with talent like Michael Dapaah, Not3s and Dele Alli picking their fave music playlists, and features on what it means to be a man in 2018.

"MTV's digital presence goes from strength-to-strength every year, and continues to evolve to meet the demands of our audience. Whether it's embracing diversity on Snapchat Discover or re-inventing the ways we engage fans on social around our key events, we're proud to have a team that's as versatile, creative and as engaged as our audience."

Kerry Taylor - EVP, MTV International / Chief Marketing Officer VIMN

Media

Video for Best Snapchat Discover Story – MTV International/France

Produced by

MTV International

Links

Entry Credits