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

Moen Pinterest: Designed by Water

Finalist in Pinterest

About this entry

Nowhere showcases the sea of sameness that is the home fixtures category more than Pinterest. A search for ‘Bathroom Remodel Ideas’ offers up a never-ending scroll of staged, lifeless vanities. ‘Kitchen Faucets’ serves up impractical and often indistinguishable product knockouts. While first-time home buyers look to the platform for interesting, on-trend, and helpful ideas to bring their dream homes to life, the content around kitchen and bathroom fixtures hasn’t been delivering. Our audience didn’t need a digital replica of a cluttered hardware store aisle – they needed novel inspiration to help them craft a home as unique as they are.

We knew we could elevate this experience for our audience, and distinguish Moen from the category’s sea of sameness. Our challenge was to extend Moen’s brand message into Pinterest in a platform-specific, human-centric, and unmistakably Moen way. How can we make people think differently about water, and the fixtures in their home, while giving first-time homeowners the tools and inspiration they’re looking for when perusing Pinterest and planning renovations? 

Why does this entry deserve to win?

In 2018, Moen asked a simple question: If water designs our life, who designs for water? We’d been trusted to deliver durable and stylish faucets and fixtures for over 80 years, but with water becoming more and more important in our world and in culture, we saw the opportunity to shift our focus from how many products we sell to how much water we serve – a staggering 1.5 trillion gallons flowing through Moen products each year. We realized we’re more than plumbing experts – we’re water experience experts. And we knew if we could get people to think differently about water, they’d think differently about Moen. While the category was lost in a sea of sameness, Moen started a new conversation about something more meaningful – the very thing that carves out our cities, shapes where we live, and anchors our daily routines: water.

On Pinterest, we wanted to capture our audience’s attention in the early stages of planning their kitchen and bath renovations. We knew this journey often begins with sourcing high-level inspiration on the platform, starting with color schemes and thematic ideas. So we asked another question: who is a better interior decorator than Mother Nature herself? We decided to bring the ultimate inspiration of our water-designed natural world to our audience on Pinterest, and thus the Designed by Water video series was born. 

We selected images of nature that had been uniquely designed by water (winding rivers, tranquil rocky beaches), matched them with the beautiful kitchens and bathrooms they’d inspired, and pulled out a functional color palette to deliver pins that were as unique as they were useful. They were designed to disrupt the Pinterest feed with thumb-stopping visuals, and delight users with unexpected inspiration. Strategic interest and keyword targeting ensured we reached homeowners at the beginning of their remodel journey, prompting them to consider how their interactions with water, and the fixtures that facilitate them, are the cornerstones of the home and our world.

Results

Simply put, the Designed by Water series was our top-performing video content on Pinterest to-date. It garnered over 14 million impressions and 8 million video views across paid and earned reach, and outperformed historical benchmarks across the board, including: 

Not only did the video series capture our audience’s attention in the Pinterest feed, they were saved to over 1,000 boards with titles like ‘Coastal Kitchen,’ ‘Dream Home,’ and ‘Guest Bathroom Remodel,’ proving they provided the actionable inspiration our audience was looking for to realize their vision for their home. Additionally, the videos drove over 26,000 visits to product pages on the Moen site.

Media

Video for Moen Pinterest: Designed by Water

Produced by

Havas Chicago, Moen

Links

Entry Credits