CHECK OUT THE SHORTY SOCIAL GOOD FINALISTS SEE THE LIST

13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

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

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.