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

Earning Curve

Finalist in Branded Podcast

About this entry

Interac is one of Canada’s most recognizable financial brands, playing a vital role in all Canadian transactional businesses, big and small. Recently, entirely new technology platforms and payment systems have bombarded merchants with many more options. Large companies have entire departments dedicated to managing that, but for small business owners (99% of Canadian businesses), navigating those changes falls squarely on their shoulders.

That presented the opportunity to reframe Interac for small businesses. Beyond simply enabling transactions, Interac offers a suite of services specifically developed for this niche audience that help drive business growth. Yet many small businesses are unaware of those options.

In 2018, a priority was established to enhance relevance among small businesses and insulate Interac from competitors that promised broader business benefits.

Our challenge: Shift perceptions from Interac as a payment brand to Interac as an innovative technology partner, and drive traffic to the Interac Business Solution website.

To achieve that challenge, we had to face a tough reality: our audience was uniquely difficult to reach. Larger business relationships are managed through Interac’s dedicated teams, but the sheer number of small businesses makes that approach impossible. Business development with that group relies heavily on communications. Merchants in those segments resemble each other in size, but their similarities end there. They represent a vast array of business types, adding to the complexity. Our goal was to find a holistic, shared value within small businesses that could be used as a focus for the campaign.

Why does this entry deserve to win?

Insight: When it comes to business advice, entrepreneurs trust other entrepreneurs. 

That insight emerged from meetings with small business owners, qualitative and quantitative research, and interviews with consultants in the small business industry. We learned that small business owners want to hear from other entrepreneurs, because they’re the only people who truly understand their needs, realities, and dreams. 

Our campaign needed to speak to entrepreneurs in their own language and through their peers. The question became how to do it in a way that would earn attention from an audience with little time to spend on anything other than growing their businesses.

IdeaA small business masterclass for entrepreneurs by entrepreneurs.

Entrepreneurs are united in their ethos to overcome challenges and make growth happen. Success isn’t easy, and overcoming obstacles is a requirement in taking a small enterprise to scale. Benefitting from the knowledge of someone who has achieved that is invaluable.

The idea came to life through content: Earning Curve, a branded podcast through which Interacdemonstrated relevance through thought leadership. The podcast provided value that traditional advertising never could, sharing real and insightful business stories in an approachable, easily digested format. 

Dragons’ Denentrepreneur Michele Romanow, a high-profile tech leader, hosted the podcast. In each episode, start-up owners engaged with proven business leaders to explore how to overcome the obstacles to success. The format was a departure from the traditional interview format to get to the tangible insights our audience craved. Each episode gave aspiring business builders with a chance to access the hard-earned wisdom needed to unlock the next chapter of their business. That unique format meant that we talked withentrepreneurs not atentrepreneurs, providing content on the skills and strategies needed to maximize growth.

To deliver our business goals on reach and relevance, partnerships for the six episodes reflected the diversity in people, industries, regions and business problems of the Canadian landscape, highlightingthe various challenges small business owners face and the need to continually adapt to change in their own ventures. Some of the biggest names in Canadian business came on the show, includingRyan Holmes (founder of Hootsuite) and Joe Lee (founder of Coastline Market). Mid-roll placements highlighted Interac’s products, services, and history. Each episode concluded with a summary of learnings the audience could implement within their own businesses.

To be successful and provide true value, it was essential that we planned for the right sequencing and placement of messaging:

Discovery: Be found in entrepreneurial environments

Listen and Learn: Engage and re-engage entrepreneurs

Promoted Audiograms delivered insights into our target’s newsfeeds

Results

Earning Curve was a tightly targeted branded content program that delivered on Interac’s big ambitions and objectives. Brand tracking studies and analytics revealed: 

Apple named Earning Curve to its ‘Best of 2018’ list – the only branded podcast to make the list and a great indication that we made the leap from traditional advertising to content our audience wanted to consume.

Media

Video for Earning Curve

Produced by

Zulu Alpha Kilo, Interac Association

Entry Credits