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

Comedy Central Originals: Under the Influence of Gus Johnson

Finalist in YouTube Partnership

About this entry

Comedy Central Originals' Under the Influencer program has three main objectives: to bring new, relevant audiences to the CC Originals page -- and to Comedy Central in general -- without alienating our existing fanbase; to drive video views and watch time; and to nurture YouTube-first talent with whom CC can continue to work. We felt that working with YouTubers -- and Gus Johnson in particular, for our inaugural takeover week -- could help us check all those boxes.

Why does this entry deserve to win?

“Under the Influencer” is a new program in which digital-native influencers join forces with the Comedy Central Social Creative team to host a weeklong takeover of the Comedy Central Originals social feeds by starring in each of our original digital series. This program is a great opportunity to bring new, digital-native comedic talent into the CC fold, along with their audiences. For our inaugural Under the Influencer takeover, we teamed up with Gus Johnson, a comedy YouTuber who has an enthusiastic fanbase of 1.6M subscribers and has collaborated with CC on digital projects in the past.

Results

Our Under the Influencer takeover with Gus was a huge success, driving over 13M views and over 11M watch time minutes since launch. We gained over 16k new subscribers on the Comedy Central Originals YouTube channel during Gus Week, which was more than 3x our average subscriber growth in a given week. Sentiment was also extremely positive – Gus’s fans came out in droves to watch his CC videos and show their support in the comments. We've continued to collaborate with Gus in the wake of his Under the Influencer week, and his videos continue to perform well on CC channels. We’ve also made Under the Influencer a monthly occurrence – recently takeovers starring YouTubers like Anthony Padilla and Brandon Rogers have also been very successful.

Media

Video for Comedy Central Originals: Under the Influence of Gus Johnson

Produced by

Comedy Central Digital

Link