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

Falling For Milk

Winner in Images

Gold Distinction in Pinterest

About this entry

The holidays are full of temptation for the dairy sensitive. Rather than pass on classic dishes, many indulge in dairy only to pay the consequences later. While Lactaid is 100% real milk (without the lactose that bothers tummies), many consumers were confused on whether it was in fact, real milk. We needed to show consumers that throughout the hectic holidays they could rely on Lactaid. Whether subbed into a holiday recipe or enjoyed on its own, Lactaid is the real deal. Because we had nothing to hide, we featured a glass of milk—pure and simple. We focused on Pinterest, where our audience was already searching for holiday inspiration and recipe ideas. 

Why does this entry deserve to win?

The Strategy

During the holiday season, we are all in a constant state of menu planning. Dairy is a key ingredient in many of our favorite holiday foods, making this time stressful for our audience (people with dairy sensitivities and lactose intolerance). Lactaid is 100% real milk, just without lactose—so it can help alleviate these anxieties and any tummy issues. We needed to educate our consumers that because it's real milk it can be substituted into recipes, enjoyed on its own, or better yet, as one half of the most famous holiday duo ever—milk and cookies. 

The Creative Idea

When it comes to milk, there’s the real deal and then there are the imposters. To spread the word that Lactaid is 100% real milk, we turned to those who know real milk best—cookies. We hand-made three beautiful, elaborate worlds made entirely of cookies, frosting and other edible elements. For Halloween, a ghost cookie left its graveyard behind to get to the Lactaid Milk. For Thanksgiving, a turkey cookie said farewell to its farm with the help of a friend. For our holiday campaign, a gingerbread man made a run for it and parachuted down into a glass of Lactaid. All of these videos proved one thing: cookies always fall for real milk. 

The Execution 

We designed two unique scenes within a single Pinterest video unit to create the illusion of two Pins interacting with each other. The top Pin featured whimsical worlds made entirely of cookies and icing, while the bottom Pin showcased a kitchen scene with a glass of Lactaid Milk. Then, we surprised and delighted viewers when each cookie broke out of its frame. Stop-motion photography captured the cookies' great escape—from their first step to their final splash. We took more than 6,000 pictures to get the perfect effect. 

Results

Our goal was to break through the clutter and achieve a big reach on Pinterest. Throughout our 3-month campaign flight, we achieved 100 million impressions and more than 8.5 million video views. Moreover, the campaign had a cost-per-view that was 18 times more efficient than the industry average. Monthly traffic to the Lactaid Pinterest page increased significantly during our campaign, from 440k page visits to 12.58 million—28 times more traffic than we received in the month prior to launch.

Media

Video for Falling For Milk

Produced by

Critical Mass, Johnson & Johnson

Entry Credits