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

Draw Something SF

Winner in WeChat

Audience Honor in WeChat

About this entry

Last year, Hylink conceptualized a 'Kaleidoscope' theme for San Francisco Travel Association (SFTA)'s creative advertising strategy, with the goal of showcasing San Francisco's many layers; the city is so multifaceted and presents many varying degrees of travel experiences, much like a kaleidoscope. We set out to showcase the iconic images, while simultaneously communicating a distinct uniqueness of the city through creative elements and key visuals.

This past fall, we integrated the Kaleidoscope concept into a WeChat campaign called Draw Something SF, in which we aimed to increase engagement and follower retention through an interactive and creatively-driven concept. Upon engaging with SFTA's WeChat account by guessing the name of abstract illustrations, users were able to tap into their own imagination and apply it to San Francisco as a travel destination, and were encouraged by the prospect of winning giveaway prizes.

Why does this entry deserve to win?

Maintaining the Kaleidoscope theme throughout, our team leveraged leading super app WeChat to run an interactive campaign that would both excite and engage Chinese users within the context of SFTA's account. Over the course of one month, an article with an abstract illustration of well-known SF attractions was posted, encouraging followers to guess the correct location by commenting.

Hints were provided, and the correct answer, as well as a new illustration/question, was revealed in a subsequent post. Once the answer was revealed, an overview of the attraction was provided in an article, along with other similar and recommended spots to visit while in SF.

The featured locations were grouped according to difficulty; each week, users progressed one level and hits became more difficult. Locations, grouped by week, included:

Group 1:

- Golden Gate Bridge

- Painted Ladies


Group 2:

- Lombard "Crookedest" Street

- Pier 39


Group 3:

- Napa Valley

- Cable Cars


Group 4:

- TransAmerica Pyramid

- Ferry Building


Tiered gifts were awarded to winners based upon their engagement and responses, including San Francisco-branded swag (sweaters and lunch pails). And, the grand prize winner received a round-trip flight from China to SFO.

Our media team placed two different paid acquisition banner ads to direct users to the campaign on SFTA's account, which helped increase our campaign reach.

Results

In just under one month, we reached a 10% engagement rate – 307% more than the established KPI – and gained 10,000 new followers. On the paid media side, we garnered 11 million impressions, and 118,000 clicks (62% above the estimate).

The campaign generated an overall 12.4% increase in followers, with 27.3% hailing from Tier 1 and 2 cities, improving the overall follower profile of their account.

Though paid media certainly played an important role in the success of this campaign, the delicate mix of performance and branding elements highlights the effectiveness of inspiration-building exercises in travel marketing campaigns. Because the motivation that goes into booking travel is one that's complex and imperative to any prospective traveler's consumer journey, the onus is on marketers to continue innovating in social campaigns by providing interactive mediums for our target audiences.

Media

Produced by

Hylink

Entry Credits