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

Diesel Fragrances, Spirit of the Brave: driving a male audience to selective retail

Finalist in Beauty

About this entry

Young French male consumers demonstrate a growing interest in fragrances. But going in-store can still prove challenging either because of the feeling “it’s not for me” or a lack of knowledge.

Our objective was to figure out how to drive this consumer group to go and buy their own fragrances in selective retail. And even more importantly: make them go and ask for the new Diesel fragrance “Spirit of the Brave”, co-created with soccer prodigy Neymar Jr.

In order to boost the drive to shop for their new Diesel fragrance, L’Oréal (Accélérateur Parfums) asked us to come up with an original strategy to bond relevant male communities and subcultures around the values of the new fragrance and to rely only on organic amplification.

There was a need to create a strategy that was closely aligned with the new global campaign, especially the TVC. Our job had to also take into consideration the special story Neymar Jr has in France, with his club (Paris Saint Germain).

In other words: make the new fragrance hyper legit among French men to make them want to go to shops.

Why does this entry deserve to win?

Social mission:

Spirit of the Brave is all about reinventing bravery; inciting young men to reach their full potential, and endeavor a modern masculinity. Spirit of the Brave is also celebrating an important milestone: the 10th anniversary of the iconic fragrance “Only the Brave”.

We came up with a simple mission: asking the French audience to #PlayWithYourFears by launching challenges first to themselves but also to their crew or friends, while also discovering and trying the fragrance

Subcultures & communities’ infiltration:

We analyzed thousands of French digital influencers, through the versatility of interests and networks, in order to be able to ignite word-of-mouth where it truly happens for young male consumers. We found two key tribes:

  1. Tribes which face fears in an implicit way: fears as personal challenges, sometimes even intimate
  2. Tribes which face fears in explicit ways, meaning they need to overcome tangible obstacles

Around these 2 directions, we also assessed the power of the crews surrounding them, the kind of success they’re aiming for, and if they have uncompromising stories.

We came up with a shortlist of talents and regrouped them in precise categories:

 

#playwithyourfears challenges:

We invited talents to play challenges on a 1 to 1 basis, documenting their reactions, personal narratives and hopes. To mention a few:

 

Beyond the challenges, we interviewed many talents from various street cultures. For instance:

 

Talents were later invited to discover the fragrance in a L’Oréal masterclass and are regularly invited to Diesel Fragrances parties in order to maintain the relationships and keep documenting Spirit of the Brave.

Results

Quanti:

1M consolidated organic views were generated in total on French influencers’ content.

2513 mentions occurred on social networks during the campaigning phase (from May to September 2019), leading to a strong share of mind in esports, sports, street cultures communities, mostly shared by a young male audience.

Instagram account of Diesel Fragrances multiplied by 2 its followers during the French campaign.

A reach of 43M (Sprinklr) at its peak of attention on May, 19th 2019.

Business

Spirit of the Brave was one of the summer “hits” among male fragrances in selective retailing.

Media

Video for Diesel Fragrances, Spirit of the Brave: driving a male audience to selective retail

Produced by

RE-UP agency, Diesel Fragrances (L'Oréal France)

Entry Credits