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

Girl Scouts of the USA: All Girl Scout PSA

Winner in Multi-Platform Campaign, Video

Finalist in Non-Profit

Audience Honor in Multi-Platform Campaign

Entered in Storytelling

About this entry

When Girl Scouts approached Socialfly to produce its next PSA, we jumped at the opportunity. We started by asking a question: "what do we want the world to know about Girl Scouts?"

The answer? A lot.

PSAs create a forum for learners to participate in and advocate for social change. This one was no exception. We had to demonstrate that Girl Scouts is the single best place for girls to take action, explore the unknown, and change the world. Girl Scouts aren't just cookies and badges; they're change makers, risk takers, leaders, and everything in between. And we needed to tell this story.

Our direct KPI's: provide a better understanding of how Girl Scouts helps girls, increase girls' intent to join, and shift the perception surrounding Girl Scouts from traditional organization to modern force to be reckoned with.

The average attention span has dropped from 12 to eight seconds; we needed to grab attention and grab it quickly. So what did we do? We developed a social-first approach that stopped girls mid-scroll and demanded attention.

Why does this entry deserve to win?

As a social-first agency, we understand the type of content that interrupts the feed and drives results. Consequently, Girl Scouts tasked Socialfly with the PSA ideation, production, and media campaign implementation. We owned the project from start to finish.

Our creative and media strategy were one and the same: produce an impactful PSA that rallies girls. So how did we do it? By sharing the stories of real Girl Scouts. These girls needed to be heard. And our PSA was the perfect forum.

By casting real Girl Scouts with diverse personalities and backgrounds, we wove a story about how Girl Scouts enables girls to be whoever they want to be. The All Girl Scout PSA reveals that it's Girl Scouts who are taking action and addressing today's pressing challenges.

In order to target Gen Alpha on social, we developed creative in square, vertical, and horizontal formats that ran across every media platform possible. We created separate, distinct cuts for each platform, embracing each platform's unique characteristics. Platforms included: Instagram, Instagram Stories, Facebook, YouTube, Hulu, Snapchat, Spotify, and mobile.

We partnered with Vagrants to produce the PSA in eight different lengths (6, 10, 12, 15, 25, 30, 55, and 60 seconds). Each length required a new script and new shots. From these lengths, we edited different dimensions (vertical, square, and horizontal). The total? 16 different videos developed in partnership with Vagrants.

In addition to the main PSA, we ran units that leveraged BTS footage, new stories, and static imagery. This added 11 more assets to the media strategy. We also ran tests to see which ads resonated most with the audience, and optimized them along the way.

27 creative assets, hours of behind the scenes footage, interviews, hundreds of photos, and countless memories? We'd say we made the most of our one day shoot.

Results

Before filming, we partnered with our client to test our script and storyboard with girls and parents in focus groups across the United States. To say it was well received is an understatement.

The majority of girl respondents said the creative was interesting to them, grabbed their attention, and after seeing the storyboards and hearing the script, indicated that they would want to join Girl Scouts. The majority also stated they would tell their parents and wanted to tell their friends.

As for the parents? Another resounding YES. After seeing the creative, parent respondents stated they think of Girl Scouts in a new light, as an innovative, modern, relevant leadership organization. It grabbed their attention and thought it would grab their daughter's attention, as well.

Now, the show stopping campaign results:

Our campaign was viewed 1.01 million times and had 107.2 thousand clicks. We projected 33.3 thousand engagements, and exceeded the goal by over 10x, receiving 382.3 thousand engagements. Our engagement rate of 23.6% exceeded the benchmark engagement range of 0.17% -2.14% by a long shot. While a normal completion rate is typically less than 25%, we saw a 46.9% completion rate on our campaign.

Media

Video for Girl Scouts of the USA: All Girl Scout PSA

Produced by

Socialfly, Vagrants, Girl Scouts of the USA

Link

Entry Credits