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

GoDaddy Made in America

Entered in Social Good Campaign

About this entry

Over half of the businesses in the United States are small businesses with five employees or less, and the number of entrepreneurs continues to grow. Of these small businesses, many run a lean operation and do not necessarily have the support to accelerate their careers. 

 

In order to address this growing issue, GoDaddy, the company empowering everyday entrepreneurs by providing all of the help and services to succeed online, has implemented a social impact program called Empower by GoDaddy. Together, with diverse local nonprofit partners, the initiative aims to equip entrepreneurs in underserved communities with training, online tools and peer networks needed to grow a business. GoDaddy is the world’s largest web services platform and we want to use our resources and platform to fuel a new generation of entrepreneurial endeavors. 

 

As an added layer to Empower, GoDaddy in partnership with Communities Unlimited, a not-for-profit organization that assists entrepreneurs in seven U.S. states across the American south produced the video miniseries “Made in America, A GoDaddy Series.” This is a creative campaign that was born with the goal of raising awareness of life as an entrepreneur and to shine a light on how inclusive entrepreneurship can be an effective economic development strategy. We first tackled the issue with our Empower initiative, and are now sharing the stories of those who are progressing through the program, making their own way in the world and getting the support they deserve through Made in America.   

Why does this entry deserve to win?

GoDaddy believes that each entrepreneur is unique and face different challenges in America. When it came to content creation, we wanted to build a campaign that shows real people who have progressed through the Empower program and how GoDaddy is doing its part to give opportunities to all and allowing anybody, regardless of background, the right to pave their road to success. 

 

In order to do this, the team created an episodic doc series that had an element of education, storytelling and authenticity. We chose to film the series in true documentary style, unscripted with no predetermined conclusion, in order to depict the raw and unpredictable journey of today’s entrepreneur. We partnered with non-profit, Communities Unlimited and the series follows GoDaddy’s Entrepreneur in Residence, Scott Shigeoka, as he crosses the U.S. to meet entrepreneurs from underserved communities who are beating the odds that are stacked against them. Scott as the host is a positive force who is passionate about helping others. He is an American entrepreneur, experiential designer, writer, Fullbright Scholar and MTV Fellow. His work concentrates on bridging social divides through communication, design and shared experiences. 

 

The first four episodes take place in Memphis, TN and tells the story of two entrepreneurs, Sequioa Ferguson who is pivoting her brick-and-mortar store to a mobile pop-up shop, and Consuelo Rosales who is managing her growing cleaning business. Each episode is about 13 minutes long and is personal, positive and inspirational in tone. At the beginning of each episode, host Scott Shigeoka introduces the show with this question: “America has always been associated with making it. But is this opportunity accessible to all?” To strengthen the mission of the video series, additional commentary is also provided by Connie Evans AEO President and CEO; Joyce Klein Director of The Aspen Institute; Cynthia Terry Director of Entrepreneurship Communities Unlimited and Mario Armstrong Media Personality Business Expert. 

 

During production, we tested different versions of the content on audiences to see what they preferred, what garnered a higher audience retention rate and what they had a higher propensity to engage with. From here, our goal for distribution was to drive most traffic to GoDaddy’s YouTube hub by putting paid media behind the teaser video, trailer and each episode targeted to like minded audience. The video series launched on November 22nd, 2019. 

 

Other momentum building steps ahead of the Made in America launch: 


 

Results

While this campaign is ongoing, we've had great successes so far:

Made in America Video Campaign Resulted In:

Stats on the Brand Social Launch Supporting Made in America:

- The campaign was featured in Memphis Business Journal, GoDaddy series "Made in America" filmed in Memphis which receives 10,386,452 unique monthly readers and Small Biz Daily, Where to Get Ideas, Small Businesses are Optimistic, 5 Marketing Tools You Might be Overlooking and Other Things Entrepreneurs Need to Know which receives 44,722 unique monthly readers.

Media

Video for GoDaddy Made in America

Produced by

GoDaddy

Links

Entry Credits