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

BuzzFeed's Bring Me!

Winner in Travel & Weather

Audience Honor in Travel & Weather

About this entry

Bring Me!, BuzzFeed’s travel and experience brand, launched on Facebook in mid 2017 as a new platform for the BuzzFeed audience to find inspiration for unique places to go. It soon became the largest and fastest-growing digital travel publisher on the internet, and its content reaches 189 countries. It’s received over 3 billion content views with an average of four million views per video, making it the #1 most viewed web travel publisher.

In mid-2018, Bring Me evolved into a fully cross-platform travel publisher, expanding on its videos and social-first formats into written articles published on a travel landing page on BuzzFeed.com. Around the same time, BuzzFeed conducted a Global Bring Me! Travel & Experience Study that revealed 85% of the audience was interested in using a Bring Me!-specific App/Site; 78% researched more about the location or activity featured after watching a Bring Me! Video; and 75% seeked out similar content to research more about the location featured (July 2018 via Lucid).

After reading signals both from the audience and advertisers, it became clear that Bring Me needed its own site within BuzzFeed.com — completely dedicated to travel and experiences.

The goal was to create an enhanced site within the BuzzFeed ecosystem that was built for travel, with a utility-driven UX, categorized content, and a Bring Me USP, and to make buzzfeed.com/bringme the go-to destination for new-age travelers seeking unique experiences, inspiration, hotel recommendations, products, hacks, and travel-themed entertainment that cures boredom and gives them a mini vacation from reality.

Why does this entry deserve to win?

Key features include the image-led grid layout, the customizable navigation bar, new sections that showcase Bring Me’s content offering, improved SEO capabilities, a more premium Bring Me video unit, and increase brand awareness and advertising products, such as the section takeovers.

The site soft launched in late December with the official launch and promotion kicking off on January 6, 2020. The site was implemented in a rolling launch, with more features —  including a unique customization tool — still to come. The site was promoted by lighting up the entire BuzzFeed network, with ads on-site, in newsletters, and on social platforms.s, and PR opportunities.

Results

By approaching travel through an accessible (and relatable) lens, BringMe is uniquely positioned as that trusted, in-the-know friend who leads people to the right experience. After just a few weeks since the launch of Bring Me’s new site, the results are overwhelmingly positive. 

The launch of the site prompted a 357% increase in weekly pageviews and a 388% increase in average weekly users. This editorial success has led to increased revenue opportunities, with January 2020 delivering a 2x increase in the number of ad impressions, compared to the 2019 monthly average.

But Bring Me’s content doesn’t just get eyeballs — it inspires action. Of users surveyed in the Global Bring Me! Travel & Experience Study; July 2018 (via Lucid), 65% said they would click on the link provided within the video to learn more, and 38% say they’d book the exact place featured ASAP.


The site redesign proposal attracted interest from multiple brands, but ultimately hotel juggernaut Hilton signed on as the official launch partner, giving the brand 100% SOV across ad products for the first 90 days following the launch. BringMe’s unique and accessible travel content combined with Hilton’s direct booking benefits helps audiences go one step further, from seeing an experience online to booking a trip to see it for themselves. The partnership furthers BuzzFeed’s mission to solve the attribution problem by gaining credit for bookings it inspires.

Media

Produced by

BuzzFeed

Links

Entry Credits