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

Starbucks Happy Hour

Finalist in Food & Beverage, Native Advertising

Entered in Art Direction, Graphics

About this entry

Starbucks is a morning essential, but not necessarily an afternoon destination. In order to drive more afternoon visits, Starbucks created a new Happy Hour program offering personalized deals on Starbucks beverages from 3-5pm. Our challenge was to create a paid social campaign that would drive both awareness of and participation in the Happy Hour program. We were measured by engagement with the ad and clicks through to the Happy Hour microsite.

Why does this entry deserve to win?

Loved by millions, the iconic Starbucks cup has been at the center of the Starbucks social conversation for years. And since the beverages served in this cup are at the heart of the Happy Hour offering, we made them the hero of our social campaign, bringing the wildly delightful energy of Happy Hour to social feeds in an irresistible way.

Our series of short vignettes featured Starbucks beverages in a festive Happy Hour environment enticing our audience with the promise of afternoon goodness with delicious deals on their favorite beverages. Each one provides a glimpse into the magical afternoon that awaits at a nearby Starbucks store, showing our audience just how delightful their day can become with Starbucks Happy Hour.

All sets were handcrafted to reinforce the quality craftsmanship of Starbucks beverages, and everything was shot in camera to feel more human and social in nature. We used stop motion and gif animation to bring the vignettes to life and make them feel like popular, shareable social content rather than ad-like objects. The social-first mini masterpieces were coupled with emotive acquisition messaging to encourage fans to join the Happy Hour program. The campaign ran as dark posts across social channels, targeting those with an affinity for Starbucks. Each ad had a strong call to action and button to entice viewers to click through. 8 unique pieces of content were created in all.

Results

We exceeded all engagement and acquisition benchmarks, most impressively crushing our cost per acquisition goal by 33%. Total number of new Happy Hour members is confidential.

Media

Video for Starbucks Happy Hour

Produced by

Edelman, Starbucks

Link

Entry Credits