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.

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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.

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From the 12th Annual Shorty Awards

Giving Tuesday Filter

Finalist in Social Activism, Instagram, Filter/Lens

Entered in Social Good Campaign, Augmented Reality, Call to Action, Creative use of Technology

About this entry

To develop a creative way to tell the story of the brand’s mission and foundation in an engaging and entertaining way on a day where giving back matters: Giving Tuesday.

Why does this entry deserve to win?

We created the first ever “Donate a Smile” filter for Instagram. Using augmented reality technology, we developed a filter that reacted to a smile by showing the user the place where Laughing Man® Coffee comes from. Ahead of Giving Tuesday, we created short videos to tease the filter, and on the day itself, we got Laughing Man® Coffee co-founder Hugh Jackman, as well as other influencers, to post about using the filter to donate to the foundation.

Results

Content promoting the filter reached nearly 13 million impressions, and in-feed organically had a 7.6% engagement rate, which is 6% higher than the industry average. The filter itself had over 155,000 impressions, and the brand saw an almost 4% increase in followers in one day.

Media

Video for Giving Tuesday Filter

Produced by

Havas New York, Laughing Man Coffee Company

Link

Entry Credits