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

COTTON USA’s Expert Outlooks

Finalist in LinkedIn, Business to Business

About this entry

Cotton Council International (CCI) is the U.S. export arm charged with promoting U.S. cotton, branded COTTON USA™, globally. In 2018, COTTON USA launched its first-ever B2B-centric global marketing campaign, “The Cotton the World Trusts,” to connect with key supply chain players and communicate to them the value U.S. cotton can bring to their businesses as a partner.

Now in 2019, COTTON USA needed to expand its communications to continue encouraging more use and purchase of U.S. cotton among this highly qualified audience of global mills, manufacturers, brands and retailers. 

While our core message was of interest to this audience, we also knew that they were constantly looking for business-building resources from industry experts, seeking information from these credible voices that could be directly applied to their supply chain operations.

As the cotton the world trusts, we needed to clearly show we were a resource for them too by demonstrating the competitive edge we provided for their businesses.

To do this, we developed COTTON USA’s B2B influencer series, Expert Outlooks, to break through to key supply chain decision makers with industry-specific and -trending information that added third-party credibility to our message.

Our objectives were to:

  1. Attract key audiences to our business resources by increasing website traffic 3% via the series
  2. Engage qualified potential customers by increasing leads 2% via the series
  3. Grow market share of U.S. cotton through thought leadership by increasing export sales by X%*

*See confidential section (judges only) for actual sales goal

Why does this entry deserve to win?

COTTON USA’s annual benchmarking research revealed key observations about the information our targets were paying attention to and where they were engaging with it, as well as the value that U.S. cotton could bring to that information.

This research informed our strategies:

We saw an opportunity for us to create a “click-worthy” connection opportunity to inspire ideas and discussion with U.S. cotton among our customers and industry leaders, while further establishing COTTON USA as an industry resource and leader.

So, we developed COTTON USA’s Expert Outlooks, an influencer series featuring industry experts from various supply chain niches.

We leveraged the influencers – experts in fashion, consumer trends, supply chain operations, sustainability, spinning, manufacturing, design – as content creators. They developed unique articles on the topics that are at the forefront of the industry, while tying them back to U.S. cotton and packaging a clear business benefit.   

Creative Director Jessica Hemmer predicted the evolution of performance materials made with natural fibers like U.S. cotton; sustainability consultant Andrew Jordan argued why natural cotton is proven better for our oceans; fiber product manager David McAlister demonstrated how fiber statistics could optimize output quality.

We created the Expert Outlooks hub on COTTON USA’s website to house these perspectives and drive to. The series launched first on LinkedIn, leveraging the platform’s targeting capabilities to reach mills and manufacturers, brands and retailers in 12+ countries and languages, and leaning into our audience’s receptivity of industry-related content on the platform. 

Based on the strong LinkedIn results, we extended and amplified Expert Outlooks series across our other paid channels, including Facebook, digital and email, breaking through to our target audiences with content that provided them with a clear business-edge and that added third-party credibility to our core message and industry leadership.

Results

We successfully created a “click-worthy” connection opportunity with Expert Outlooks, engaging key supply chain audiences with new business-building information that reinforced COTTON USA as a valued resource.

*See confidential section (judges’ only) for actual sales goal

Media

Produced by

Cramer-Krasselt, Cotton Council International

Links

Entry Credits