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

Shameless "Infatuation After Incarceration" Gallavich Webisode

Finalist in Long Form Video

About this entry

Shameless has one of the most active and engaged fandoms and is SHOWTIME’s largest current series community with a total of 5.6M followers across our social platforms. This eager swarm of Shameless fans is always hungry for content, and in particular, content that is focused on their favorite Shameless couple, Ian Gallagher and Mickey Milkovich. In taking our fandom into consideration, we tailored our digital marketing efforts towards a webisode that satisfied the growing appetite for Gallavich-specific content. We were able to build our supplemental digital creative by prescribing to two main goals. We wanted to serve Shameless fans digitally, as they are always eager for bespoke digital content and have responded well to webisodes in the past. And we aimed at re-engaging and exciting the Gallavich fandom that may have been dimmed after Mickey’s previous departure in a past season.

Why does this entry deserve to win?

In developing our strategy, we assessed the large amount of search volume and social activity around Shameless’s beloved relationship “Gallavich.” Fans have always vocalized their love for this pair, even going to great lengths to make their own edits of our footage to go along with their fan fiction. Our strategy to target this core viewership was to create a digital webisode that featured Ian and Mickey in-character and took inspiration from a popular reality show format, with our own Shameless twist. To compliment the on-air storyline, the Shameless writers scripted a narrative featuring the two talking about how annoying it is to be locked up together, how much they love each other, and how their relationship will change when Ian gets out. We then supplemented this never-before-seen interview footage with fan-favorite Gallavich moments. Our hope was that this webisode would feel like an inside look at a beloved part of the canon.

Strategically, we debuted this webisode with E! Entertainment for an exclusive placement. After which, we went live on all of our own digital platforms organically, knowing that the fans would generate traffic to the video by word of mouth alone. We chose to stay true to the characters and included explicit language which prevented us from putting any paid support behind it. But, by going live all at once on YouTube, Instagram, Twitter and Facebook, we flooded the platforms with the type of content the fans were asking for.

Results

The Gallavich fans went wild for this bespoke content, even thanking the Shameless profiles for this early Thanksgiving treat. Without any paid media support, in just 24 hours of being live, we saw 263K combined views across Twitter, IGTV and YouTube. Our webisode outperformed all of our digital first content from the past two seasons with a whopping 2.2 million impressions on YouTube. Noel Fisher and Cameron Monaghan also posted the webisode on their own handles to their combined fanbase of 3M+ followers. 

Nothing gets past the Shameless fans, who constantly troll our profiles for more Gallavich content, which made their positive reception to this original video even more rewarding. It was great to see the Shameless community engage by sharing their favorite moments with each other, making GIFs and even thanking us for answering their prayers. One fan encouraged us to “submit your social media campaigns to the Oscars” – so we plan on doing just that.

Media

Video for Shameless "Infatuation After Incarceration" Gallavich Webisode

Produced by

SHOWTIME Networks, Inc., John Wells Productions

Links

Entry Credits