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

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Disability Awareness

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Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

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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

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Contests

Gamification

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Integrated Experiences

Fundraising

Live Events

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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

Brunch With Tiffany Season 2

Entered in Video

About this entry

Our goal was to purposefully curate and program VH1’s YouTube and social platforms by developing original web series that appeal to new and existing VH1 viewers and ultimately grow our audience. One of these series, Brunch With Tiffany, originally debuted in 2017 but was revamped for Season Two with the goal of using it to develop a new social and digital strategy geared toward our new initiative promoting both original web series development and season-over-season growth of an established series.

Why does this entry deserve to win?

Brunch With Tiffany first premiered on VH1’s YouTube channel in 2017. Utilizing our brand social media accounts and the viral appeal of the host, Flavor Of Love and I Love New York star Tiffany Pollard, the series experienced success and we realized that VH1’s homegrown talent is our most valuable asset. We decided to invest more resources toward the series with an objective of using this established hit to grow VH1’s YouTube audience and prepare them for the launch of additional digital series.

Research provided us the optimal time to launch, as well as which show talent would help us best leverage VH1’s show social media accounts. By strategically casting guests from our top-tier shows, such as Love & Hip Hop New York, Black Ink Crew and RuPaul’s Drag Race, the series’ reach was broadened by promoting it to over 29.5M fans who engage daily on our branded social platforms.

Thanks to a savvy rollout strategy placing guest Cyn Santana from Love & Hip Hop in the premiere episode, we received robust press coverage from publications like Refinery29, Vice, and The Source due to some highly shareable soundbites and exclusive content that our linear audience eagerly responded to. Social strategy included launching an all-new Instagram account, @BrunchWithTiffany, and leveraging our relevant series’ social accounts to promote the weekly premieres. The use of IG Stories as well as a weekly live YouTube premiere further emphasized the episodic content and eventized viewing.

Results

The season premiere received over 400K views in its first week, and the first three episodes have over 1.2M views on YouTube alone, with 5.7M minutes of watch time. The social media campaign that accompanied the premiere also succeeded in driving views and growing fan engagement, and the new @BrunchWithTiffany Instagram account gained over 27K followers in its first month (16K of those in the first two days of its launch). Season over season, views grew 273%, with a 469% increase in minutes watched vs. Season One. 10% of our subscriber growth on YouTube is a direct result of Brunch viewers. Brunch With Tiffany also directly led to consumption of over 1M minutes of channel content through “Suggested Views.”

Media

Video for Brunch With Tiffany Season 2

Produced by

VH1

Link

Entry Credits