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

Euphoria Community

Finalist in Online Community

About this entry

The first season of Euphoria took a raw and unapologetic approach to the sensitive issues facing Gen Z today. The show was unlike anything HBO had made before and was a chance to invite a younger audience to the network -- and more importantly, to empathize with a generation that’s truly overlooked.  When launching Euphoria, HBO knew that social media community building was paramount to connecting with a younger generation. They needed to ensure that the social channels were a safe space for fans to talk about the show and also reach out if they needed support. 

The two main goals at the heart of launching Euphoria’s social media communities were:

  1. Establish the show as part of the cultural conversation amongst Gen Y and Gen Z
  2. Create empathy for a younger generation while also providing resources to viewers in need

Why does this entry deserve to win?

From the very beginning when Season 1 production kicked off, Euphoria took a community-first approach and launched official presences on Instagram, Twitter and YouTube to authentically connect with Gen Z and the culturally-curious youth. With an always-on strategy, friendly tone and bespoke content for specific digital platforms, Euphoria garnered a passionate community of engaged fans, becoming the #1 social show of the summer on television.

When launching the Euphoria Twitter profile, we knew we had to bring a first person, friendly tone and lean into “STAN” culture to authentically connect with a younger audience. With an always-on strategy, our friendly tone brought in memes and superfan culture, driving over 10M tweets in season with #Euphoria and character names trending weekly.  Cast, including Algee Smith, Hunter Schafer, Barbie Ferreira, Sydney Sweeney and Alexa Demie, all participated in fan Q&As pre-premiere and around their key episodes in order to keep the conversation going. Lastly, given the serious issues tackled on the show, we knew we had a social responsibility. Twitter was also a place where we elevated support and access to crisis management resources including the Crisis Text Hotline which anyone could simply text and reach out if they, or a friend, needed help. 

@euphoria on Instagram showcased the series’ visual aesthetic and cultivated a community who quickly connected with the series and the influential cast. Hyper-stylized, “anti-design” animations gave our content a unique “Euphoria feel” driving incremental engagement as the profile skyrocketed to 700k followers in 8 weeks. As the season went on, followers begged for more behind-the-scenes candids featuring this cast with whom they’ve fallen in love. 

Launching the Euphoria YouTube Channel was also key to reaching Gen Z and continuing to fuel the conversation around the show with bonus video content that dove into episodic themes. The channel not only housed official trailers, but also featured a robust, diverse content mix ranging from stylized music videos to behind-the-scenes interviews with the cast. This strategy made YouTube a go-to destination for our audience after and between episodes. Series composer Labrinth’s original score was praised by fans, so we launched a music “Visualizer” series, a lean back visual ASMR experience that celebrated the unique music from the show along with stunning visuals from the show.  An “Unfiltered” video interview series showcased conversations around episodic topics and featured Zendaya, Hunter Schafer, Jacob Elordie and more of the cast discussing their characters. The results were unprecedented with the Euphoria YouTube channel gaining over 178K subscribers in just 8 weeks and Season 1 video content reaching over 57M views across all platforms. 

We learned the 24/7 always-on social engagement and resource assistance built deep connections and trust with our fanbase. By the end of season 1, Euphoria digital/social platforms grew to over 1M fans, becoming HBO’s 2nd most social series behind Game of Thrones.

Results

Media

Produced by

Trailer Park Group, HBO

Links