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

We're Ready

Finalist in Facebook Partnership

About this entry

In September 2017, Hurricanes Irma and María hit Puerto Rico in quick succession, leaving the island in bad shape. Even as recovery efforts progressed months after, the coverage of major media outlets expectedly skewed to the negative side of the spectrum. As the island was getting ready to welcome tourists once again, there still were misinformation and myths about the conditions of many of our attractions, including beaches, gastronomy, and nightlife.

This misinformation spread throughout all media, but was particularly pervasive on social media. Facebook, our main digital driver of user engagement, wasn't immune from this. Thousands of posts and comments painted a dire picture of our tourism offerings, even after many recovery efforts were completed.

We needed to prove to the world that we were ready to welcome visitors once again and enchant them as we've been doing for years.

Our primary objective was to change new and existing consumer perceptions, especially on Facebook, regarding the status of Puerto Rico after the hurricanes, and create awareness about the local holiday season that was about to start.

We needed to disrupt the conversation and respond to social media questions gathered through listening, with undisputable facts about the destination, in the most engaging way possible.

Why does this entry deserve to win?

We developed a cross-channel Facebook campaign to convey that Puerto Rico, above all else, was ready for tourism. We partnered with international, Latin Grammy-winning pop star with Luis Fonsi, a Puerto Rican native, as our global ambassador and used his hit song "Despacito" as a backdrop to showcase why tourists should come and stay in Puerto Rico. He starred in a series of videos, all of which reinforced the readiness of the island through a consistent message: "We are Ready". Each of the videos highlighted key aspects of our main tourism strengths: beaches, nightlife, food, and adventure. The video series was deployed across all Facebook video ad formats.

We took advantage of the global momentum, relevance, and reach of Fonsi, right at the peak of the wave made by his hit song "Despacito". He helped us nano-target myths that were being circulated through Facebook about our main tourism attractions. The resulting videos turned our entire Island into a visual product so that potential visitors could see every touch point. Our creative approach and executions helped the audience embrace the "seeing is believing" mentality, driven by a global influencer who had over 5 billion views on YouTube having a great time on an island that just weeks ago was classified as destroyed.

We then created several video ads in which Luis Fonsi went on a myth-busting trip around the island, highlighting popular tourism attractions and experiences.

Results

Thanks to this Facebook campaign, we achieved a 25-point lift in travel consideration, a 19-point lift in travel destination rating, and a 15-point lift in ad recall.

Coupled with efforts made in other digital channels such as programmatic ads and native advertising, we also saw a 66% increase in tourist perception of our readiness to welcome them.

Just six months after Hurricane María ravaged the island,Puerto Rico experienced a spring tourism boom. Tourists flocked to the island for Easter, Passover and Spring Break vacations in record numbers. Many hotels reported operated at or near 100% occupancy during the holiday weekend that began after the hurricane season.

The effort was selected as a model Success Story in the Facebook Business platform.

Media

Video for We're Ready

Produced by

KOI IXS, Puerto Rico Tourism Company

Link

Entry Credits