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

Chewy Vet Q&A

Finalist in Pets & Animals

About this entry

At Chewy, all of the connections we make help us toward our mission of being the most trusted destination for pet parents, and partners, everywhere. Each day we show up to create meaningful experiences that are personalized, emotional and empathetic. We’re big believers in infusing more humanity (and pets) into everything we’re creating and sharing. Our social channels are powered by a mission to connect, delight and educate pet parents and their networks. Throughout 2019, Chewy’s social channels constantly invited participation and drove hundreds of thousands of engagements. Through ongoing series like our Chewy Vet Q&A, we send out invitations to participate, and also deliver on opportunities for our communities to lean back, and tune in.

Why does this entry deserve to win?

We continually innovate by working backwards from our customers’ needs. Chewy Vet Q&A is fueled by the power of connection and credibility – connecting curiosities to expertise through the filter of our brand’s unique personality and tone. Chewy’s Instagram and Facebook are open-mic destinations where we create meaningful dialogue. The good, the messy, and those sometimes heartbreaking moments are what bring real people and real conversations. For the Chewy Vet Q&A series, we aim to bring vet care and veterinary resources to the forefront. Huddling up, with people just like us, on shared pet experiences. We believe this is what drives community.

Launched in March 2019, Chewy’s Vet Q&A encourages pet parents to socially submit their burning pet health & wellness questions. We start by identifying topic areas – sometimes more nascent, like pet diet trends, or evergreen, like heartworm prevention. Those topics are then shared through Instagram Stories to curate Chewy customers’ exact pet wellness questions.

We then connect with veterinarians to answer our customers’ questions in video formats designed specifically for our social media ecosystem – vertical Stories, IGTV, :15 and :30 cutdowns, and long-form for YouTube. The video series currently includes, Dr. Ben Carter providing recommendations on healthy heart supplements, diets, and exercises that are easy for pet parents to do right at home. Dr. Taylor Marchman answered common questions about pet vaccines and the importance of pet immunization. Finally, Dr. Flavia Tompkins shared her expertise on the best supplements for joint pain and joint health, and how to deal with itchy or dry skin and paws.

Results

Through Chewy’s Vet Q&A, we’ve raised awareness of Chewy Pharmacy and our pet health offerings, continue to position Chewy as an authority in pet wellness, and create more meaningful relations with veterinarians – promoting us both as a collaborative force.

• To date, through Chewy Vet Q&A content, we’ve connected with more than 2MM pet parents across Chewy’s social media channels.

• Thousands of pet parent community questions submitted via Instagram’s Open-Ended Q&A Sticker.

•  Through shared organic Instagram content, we were able to reach new pet parents.

• Our first-ever Chewy Vet Q&A ranks #7 for unbranded search term ‘Pet Health’ on YouTube.

• Our initial question-gathering Instagram Stories rose significantly above industry benchmarks of 70% retention for five frames on accounts of >200K followers.

Media

Produced by

Chewy

Links

Entry Credits