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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.

Goldman Sachs Blockchain Infographic Snapchat Promotion

Entered in Snapchat Discover Story

Objective

The objective of distributing Goldman Sachs' interactive Blockchain infographic on The Economist's Snapchat Discover channel was to seamlessly drive engagement with the infographic in an environment where our target audience is naturally spending time.

Strategy

In looking for distribution vehicles for the Blockchain infographic, we knew from experience that the more we could align our content with contextually relevant editorial, the stronger the engagement we would see from users. We partnered with The Economist to identify the right moment in their Snapchat editorial calendar and successfully aligned with their cryptocurrency edition focused on the evolving cryptocurrency market and use cases. As users tapped through editorial Snaps, they were served Goldman Sachs' Blockchain Snap Ads, which took users who swiped up to the full interactive infographic experience. Although the infographic was technically on GS.com, it appeared in Snapchat's web view attachment, never forcing people to leave Snapchat's environment– something we've found is crucial to avoid friction, which increases engagement.

We ran the partnership as a weeklong takeover, ensuring people who were avid visitors of The Economist's Discover channel, or particularly interested in that week's cryptocurrency content, would see Goldman Sachs' infographic, and walk away with a better understanding of blockchain technology and in turn position the firm as a leading voice on this topic.

Results

The partnership resulted in a 3.92% swipe rate– the highest we saw across three Snapchat Discover partnerships in 2018. On average, people spent 1 minute and 18 seconds with the full infographic experience in the webview attachment, indicating significant interest in the content.

Produced by

The Media Kitchen, Goldman Sachs

Link

Entry Credits

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.