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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.

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From the 11th Annual Shorty Awards

Home Centric - Launching The First Ever Standalone Store

Finalist in Home & Decor

About this entry

To create awareness and drive customers to the grand opening of the first standalone Home Centric store in Cary, NC and position the store as a more local-friendly alternative to its main competitor, HomeGoods.

Why does this entry deserve to win?

By pairing Home Centric with a local interior design blogger and social media influencer, we were able to introduce Home Centric to the Cary community via a well-respected, local ambassador. This allowed Home Centric, a subsidiary of the Bealls retail group to introduce the store not as a chain, but as a curated collection of goods carefully hand-picked for the Cary residents.

Successful art director and graphic artist-turned-interior designer, Erin Wheeler, documented the process of redecorating areas in her North Carolina residence using items she found at Home Centric. Through photo and video content posted to Facebook, Instagram, and her blog, she was able to inspire shoppers and generate buzz for the grand opening.

Erin introduced her partnership with Home Centric and shared the benefits of joining the "virtual line" by visiting the Home Centric website, where users were entered to win a $500 shopping spree by entering their email address. Next, we had our influencer take her followers on an early shopping tour of the brand new Home Centric store, showing viewers some of her favorite items and the best deals. She took the items she purchased and posted beautiful galleries where users could swipe to see the pieces come to life as they were expertly styled throughout Erin's home.

During the campaign, PopShorts amplified and geo-targeted Erin's Facebook and Instagram posts to home d├ęcor enthusiasts living within a 30-mile radius from the new Home Centric store in Cary, North Carolina. Erin was the official host at the grand opening, welcoming the long line of customers that wrapped around the block as they waited excitedly to shop inside.

Once all was said and done, Erin penned a blog post about the experience and shared images of all the items in her home that she found at Home Centric.

Results

The grand opening had a long line of shoppers that wrapped around the block, with thousands of local customers visiting Home Centric during the opening weekend. The strong opening returned an ROI for the client while successfully welcoming Home Centric into the Cary community. Our social activation achieved over 99% positive sentiment across all posts.

We surpassed all of our benchmarks on this campaign, generating an impressive 2.05 Million local impressions, 75K video views, and 25K engagements across social media.

Media

Video for Home Centric - Launching The First Ever Standalone Store

Produced by

PopShorts, Home Centric

Entry Credits