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

Shots & Swatches with Fenty Beauty

Finalist in Instructional

About this entry

At Fenty Beauty, we've always delivered our products and content in funny and innovative ways. When we decided to lean in to YouTube in 2018, our objective was to create videos that not only instructed consumers on how to use our products, but also videos that really encapsulated our brand's essence that our audience could relate to.

We also wanted to differentiate ourselves in the beauty space on YouTube— most other beauty brands' channels stick to a standard formula of how-to tutorials and product description videos. We wanted to think of ways that we could go above and beyond the regular beauty content and create something funny, engaging, and informative.

Why does this entry deserve to win?

Our YouTube channel serves as a place where beauty newbie and beauty junkie can both come to learn something new about our brand and feel connected. We wanted to raise brand and product awareness by showing off our products in an authentic way, and most importantly, we wanted the viewer to feel connected to our brand.

When we launched our Mattemoiselle Plush Matte Lipsticks at the beginning of 2018, we received lots of comments asking about the formula of the product, how the product looked like on different skin tones, and tips and tricks about the product to really convince them that they needed these products. We knew that there was a need from our audience to deliver something that would help answer these questions, and we knew we had to do it in a unique and funny way to capture and hold their attention.

We came up with our first "Shots & Swatches" video where Nanette Wong and Aja Thornton from our social media team sat down and swatched the lipsticks on their arms, showing off the shades and formula and offering up their own personal tips and tricks on how to best use the product.

But they did it with a twist.

With every swatch they did, they would take a shot of alcohol. This was our way that we could not only inform our audience about our products, but make them laugh and really show off the personality of the brand. We wanted to make them feel as if they were watching their friends get ready for a night out— sharing lipsticks tips, sipping champagne, and joking around.

Our audience loved the video so much that we continued the "Shots & Swatches" series for the rest of our product launches throughout the year such as our Match Stix, Killawatt Highlighters, Moroccan Spice Palette, and Killawatt Foil Holiday Palette, continuing to engage our audience with hilarious educational videos throughout the year.

Results

We successfully engaged with our audience and they loved our videos, growing our YouTube channel and gaining views completely organically with our "Shots & Swatches" video tutorials. With this series, we grew our YouTube subscribers by 188% in 2018 and saw a high conversion rate from our audience who watched. We not only taught our audience about our products and convinced them to purchase, but we really entertained them and made them feel connected to the brand.

Here are some of the comments written on our "Shots & Swatches" videos:



Media

Video for Shots & Swatches with Fenty Beauty

Produced by

Fenty Beauty

Links

Entry Credits