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

INFINITI QX60 Social Media Campaign for Korea

Winner in Facebook

Silver Distinction in Localization

About this entry

Korea was a virtually untapped market for the INFINITI brand, to say nothing of the QX60. To increase leads and grow sales, we turned to Facebook to help us demonstrate how social media can have a direct impact on key buying actions. We needed to use a full-funnel strategy to connect Korean consumers with the INFINITI QX60—awareness, consideration, and conversion. Facebook’s pixel allowed us to gather key audience insights, putting our ads in front of the right people at the right time. We educated consumers about the INFINITI QX60 right in their preferred social channel rather than forcing them to a disruptive webpage.

Why does this entry deserve to win?

The Strategy

A busy life can pull you in a million different directions. The QX60 is constantly adapting to your needs, no matter where life takes you and was designed to fit all definitions of INFINITI consumers, so we built a campaign that did the same. From an INFINITI study, we know that mobile-first creative significantly increases brand favorability and product awareness, we designed the creative to maximize the consumer’s hand-held experience.

We mapped out a three-step, full-funnel strategy that nurtured leads through every step of INFINITI’s purchasing path: Awareness, Consideration and Conversion. The Awareness phase would introduce the Korean market to the QX60 by allowing consumers to choose their own adventure with the QX60, whether it’s shuttling the family to a soccer match, or taking a fun weekend getaway as a couple. The role of the Consideration phase would be to empower users to further customize their experience with real-life scenarios fit to their lifestyle. Lastly, the Conversion phase would be the point at which we deliver a clear call to action, encouraging users to book test drives and highlighting more of QX60’s unique features.

The Execution

We developed a three-phased campaign based on a full-funnel approach, covering each stage of the consumer’s purchase journey—Awareness, Consideration, and Conversion. Through each phase our mobile-first ads delivered short, snappy messages that stood out in Facebook feeds and on Instagram Stories. They grabbed attention while connecting directly with the desired Korean market.

To first introduce the Korean market to the QX60, we created easy-to-understand and visually pleasing online films featuring the QX60 in our various lifestyle segments. It gave our audience a taste of what the QX60 has to offer and encouraged them to find out more.

We created a Facebook Instant Experience (formally called Canvas), which allows users to select their lifestyle and see the QX60 catering to their needs in lifelike situations. Whether it’s having ample space for a weekend road trip or driving to their kid’s soccer game and back to work, the engaging ads highlight how the QX60 will fit all the different facets of our target’s lifestyle.

We created a series of carousel video and still ads highlighting the QX60’s unique features, each with a clear call to action to book a test drive. Consumers could watch engaging videos, learn more about the QX60, and book a test drive all without actually leaving Facebook. 

Results

Our work made strong online-to-offline conversions for INFINITI Korea by creating an impressive 33% lift in sales. The campaign also increased brand awareness and boosted lead generation with 19.6M impressions, 2.4M video views, and a +14 lift in ad recall (compared to Facebook’s scale of +7, deemed excellent). Website traffic for the QX60 also tripled during the campaign period and drove 172 test drives over a two-month period compared to INFINITI Korea’s average of 19 per month.

Media

Video for INFINITI QX60 Social Media Campaign for Korea

Produced by

Critical Mass, INFINITI Motor Company

Link

Entry Credits