WINNERS WILL BE ANNOUNCED AT THE DIGITAL CEREMONY ON MAY 3RD! SUBSCRIBE TO WATCH!

12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Good Boys - Universal Pictures

Finalist in Snapchat

Objective

Universal Pictures sought to drive unaided awareness for 'Good Boys' among the film's core demo by engaging target audiences with a combination of custom Snapchat products. The ultimate objective was to increase interest and box office sales for the film, which was released on March 11, 2019.

Strategy

To help drive unaided awareness with the core demo for 'Good Boys' our campaign focused on promoting bursts of custom content across short periods of time. 

We identified Snapchat as the ideal partner for this approach because of the platform's ability to drive users to the film's R-rated 'Red Band' trailer. 

Using a package of creatives in multiple placements across the platform, we were able to achieve the frequency necessary to drive lift in awareness and reach the percentage goal of our audience. 

In addition to the media that ran in Snap's biddable space, we complimented those campaigns with takeover buys to further insert 'Good Boys' into snackable content.

Results

Our Good Boys Snapchat campaign successfully achieved our intended lift in unaided awareness as well as increases in both Brand and Ad Awareness, with specific growth in key lower funnel metrics. Our ultimate success is evidenced by the performance of 'Good Boys' at the box office, where the film outperformed box office goals, winning its opening weekend and becoming one of the highest grossing comedy films in years. 

Media

Video for Good Boys - Universal Pictures

Produced by

Essence, Universal Pictures

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, and the rest of the social web.

the 12th annual shorty awards will take place on may 3rd.