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.

Gushers Gets on TikTok

Entered in TikTok

Objective

Today’s media-savvy teens are great at sniffing out and skipping ads. So when we were challenged to launch Gushers on TikTok we knew we had to think like Gen Z. The result was short, quirky, and entertaining videos that became content driven ads. We set out to create work that couldn’t be missed and definitely wouldn’t be skipped.

Strategy

We used offbeat, memorable storytelling and also leveraged the power of what was trending on TikTok – tutorials, slo-mo and meme-able content. It was crucial that everything we did felt organic, so we created our work in the same way that teens create their videos on TikTok. That meant footage shot on iPhones, edited with readily available tools. The branded videos put Gushers – and the snack’s signature gush – in the spotlight to overwhelmingly positive results.

Results

Our first wave of content received 12 million organic views in the first four weeks. Along the way we grew the account’s following from just under 200 people to over 150,000 – roughly an 83,000% increase.

 

Viewer comments were overwhelmingly positive with many teens vocalizing that it wasn’t your typical ad: 

“Is this a real ad? They’re starting to understand our humor.” – mincedpps

 

“Wait but it’s actually so good like THIS IS HOW ADS ARE MADE.” – jordanrenae451

 

“this is the only ad I’ll watch on here” – imjustanintern

 

“What is this sorcery?!?!” -tobibemyboi

Media

Produced by

Martin Williams Advertising, General Mills

Links

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.