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11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Cetaphil Baby Generations Campaign

Entered in Art Direction, Medium-Length Video, Short Form Video

Objective

Portfolio Awareness: Drive home that Cetaphil is much more than its iconic Gentle Skin Cleanser by shifting from core communications to product innovation.

Win Target Early: Increase brand awareness among new moms who have yet to decide on their preferred baby skincare brand.

Distinction from Parent Brand: Leverage halo of Cetaphil master brand's equity in gentle skin and dermatologist recommendations to show the unique link between skin health and baby's wellbeing.

Strategy

Capitalize on consumers' emotional connection to the brand by:

•Increasing brand awareness amongst new moms who have yet to decide on their preferred baby skincare brand by instilling confidence in making decisions for baby

•Articulating that Cetaphil Baby is the right choice because it's the best brand to protect and nourish your baby's delicate skin

•Creating an ownable, emotional creative platform that leans into the heritage of the Cetaphil master brand, while defining a clear role for Cetaphil Baby. Platform was well received and approved by brand for use in public relations, digital marketing, and at point of sale

The agency felt strongly that video was the best medium to bring the new platform to life, as it captures the consumer's attention for a distinct period of time and visually showcases the functional and emotional aspects of the brand. The final Cetaphil Baby Generations videos were optimized for owned brand channels, including social, paid media, website, and retail product pages.

Results

Lippe Taylor leveraged the video assets on organic YouTube. To date, the video has outperformed both parent company (Nestlé Skin Health) and skincare industry benchmarks for YouTube video completion rates (VCR).

99,354 total views

~5 million impressions

15s format – 32.85% VCR

Nestlé Skin Health Benchmark (:15s): 32.34%

Industry Benchmark (:15s): 23.00%

:06s format – 92.24% VCR

Nestlé Skin Health (:06s) Benchmark: 63.13%

Industry Benchmark (:06s): 90.00%

Produced by

Lippe Taylor, Cetaphil Baby

Link

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

The 11th annual shorty awards will be held may 5, 2019 in nyc.