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 12th Annual Shorty Awards

Aussie: She’s the B’Auss

Bronze Distinction in Branded Series

About this entry

Viacom Velocity was challenged by Aussie hair care to take their legacy brand and make it a lifestyle brand relevant to Gen Z girls. Viacom had the massive built in audience of Gen Z girls in the AwesomenessTV ecosystem and it was time to put it to work. In its first partnership with Aussie Hair Care, Viacom Velocity developed a multi-layered program that would bring the brand to the forefront of Gen Z life while driving consideration and purchase of the 3-Minute Miracle Moist product line. Through authentic and compelling storytelling from familiar and trusted voices, Aussie’s revolutionized brand tone and the products key benefits could come to life for these Gen Z girls and inspire a movement of “B’auss” girls who could tackle anything in 3 minutes flat. 

Why does this entry deserve to win?

The partnership had two key components: visual and verbal integration into an AwesomenessTV fan favorite franchise and a custom ATV YouTube series with accompanying, platform specific ATV social support. 

AwesomenessTV’s Life After Quince provided a perfect setting for an organic in-show integration that included both visuals and verbal mentions of Aussie hair care products. As the spin off show of the network’s hit show My Dream Quinceanera , the girls in Life After Quince are tackling life’s challenges and milestones, big and small, and a quick and easy haircare solution was a natural fit. In the episode that features the Aussie product integration, we see Airam getting ready for her senior prom and the products are organically featured and discussed. Airam leaves her glam session feeling confident and ready to tackle one of the biggest nights in a Gen Z girl’s life. 

Leveraging AwesomenessTV’s strong and trusted editorial voice, a custom ATV YouTube series was created with the goal of providing relatable and authentic stories that would empower and inspire Gen Z girls. “She’s The B’Auss” featured AUSSOME advice on relatable topics- all in under 3-minutes flat. Created by an all female crew, each episode featured a known and trusted Gen Z influencer from the ATV ecosystem who personified the girl boss that the program was seeking to celebrate and nurture. Daniella Perkins tackled starting a career (or “living that ‘profesh’ life”). Shany Monroy advised on surviving a move to a new city (or “how she gets comfy in a new city”). The Montoya Twins addressed the Gen Z hot topic of bullying (or “how to keep drama on the DL”).  

In order to directly drive purchase, each episode was accompanied by shoppable Instagram stories featuring the product features in each video.  

Results

Our multi-layered partnership was a massive success, blowing our view goals out of the water both on YouTube and Instagram. Our episodes garnered 97% positive reactions from our audience, indicating that Gen Z girls related to the content and were inspired to become girl b’ausses themselves. With 31M+ views across the campaign, we effectively reached Aussie’s target audience and drove product purchase. 

Media

Video for Aussie: She’s the B’Auss

Produced by

Viacom Velocity, Proctor & Gamble (Aussie)

Link

Entry Credits