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.

PAW Patrol Ready Race Rescue Campaign

Entered in Multi-Platform Campaign

Objective

After our massively successfully PAW Patrol Mighty Pups program in 2018, which featured the first ever 44-minute PAW Patrol movie available only at Walmart, we were challenged with developing a 2019 program that could anniversary the impressive content and sales story at our largest retail account, Walmart. We answered the challenge by developing a brand new direct-to-DVD movie, PAW Patrol Ready, Race, Rescue and supporting product line exclusively for Walmart to continue to drive growth for a property.  We knew that we had to think outside of the box in order to make a big splash at retail continuing to find new ways to drive growth for a property with deep penetration in the market. Specifically, our goal was to execute a program that would garner incremental revenue through new exclusive products and lifts to our core business.

Additionally, we were striving to answer a request from Walmart to help maintain their position as the premiere destination for all things PAW Patrol.  They continue to request an ownable program/hook that provides a point of differentiation from their competitors.

Strategy

We knew that we had to think outside of the box in order to make a big splash at retail continuing to find new ways to drive growth for a property with deep penetration in the market. Additionally, we know it’s essential to reach shoppers at every point in their shopping journey so we developed a creative marketing mix that maximized omni-channel consideration and conversion.  

Our campaign included:

Results

Our massive marketing campaign drove traffic in store and online and converted shoppers once there.  Support included elevated in-store signage and on-site presence via a custom brand page, first-of-its-kind brand integration with Walmart OGP social content, a unique and engaging influencer campaign and celebrity partnerships, retailtainment, paid social (Facebook, Instagram and Pinterest), YouTube pre-roll and Walmart Media Group investment.

The highly successful campaign gave Walmart an ownable program that helped to capture 84% of PAW Patrol business during this timeframe and drove 16% increase of core PAW Patrol sales.

Media

Video for PAW Patrol Ready Race Rescue Campaign

Produced by

ViacomCBS

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 final deadline FOR voting and entering in the 12th annual shorty awards WAS on thursday, FEB 20TH.