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

Strongest Brand Love

Finalist in Restaurants

About this entry

Consumer trust and relatability go hand in hand. Our objective: build consumer trust and brand affinity by being the most engaged-with QSR on social.

Why does this entry deserve to win?

Consumer trust comes from being able to relate to a brand. People like brands that feel relatable and like-minded, especially on social. So, with that in mind, our strategy was to increase social media engagement by connecting with untapped audiences through a fellow fan strategy. We aimed to deliver creative content that strengthens Arby’s relevance and brand affinity by celebrating interests and creating a space for fans to come together.

To truly connect with our fans on an emotional and personal level, we knew we needed to stop selling to the masses and start celebrating with individuals. In 2019, we continued to build off that foundation by handcrafting content that touches upon actual (rather than perceived or estimated) interests and speaks to consumers on a level that only a true, knowledgeable fan can. Across social channels, Arby’s fellow fan strategy places our fans’ passions ahead of products and delivers creative content that drives engagement levels that consistently surpass benchmarks. The result is a deeply loyal and highly engaged fanbase whose affinity for Arby’s brand is unmatched within the QSR industry.

Results

We experienced growth in followers and engagement across all channels and established ourselves on TikTok. 
•    1.5% growth in Twitter followers YoY
•    18.5% growth in Instagram followers YoY
•    45% net sentiment in 2019 (5% higher than 40% net sentiment in 2018)
•    Joined TikTok at the end of October and grew to 16K followers by the end of December, and now we’re at 27.5K
•    1.5X higher engagement rate on IG (paid posts)
•    2.3X higher engagement rate on FB (paid posts)
•    27% more mentions about the anime theme with Arby’s (driven a lot by #ArbysWaifu)

Comments shared across all channels:
•     “I love you more and more Arby’s. I was hoping for something RE related cause the game dropped today. Thank you for always having the best sandwiches and the best marketing team. You guys never disappoint.”

•    “This made me decide to go eat at Arby’s later today. Just know that this advertising is working.”
•    “That’s it, I’m only going to Arby’s. The social media team is too good.”
•    “Arby’s is literally my favorite company ever period. I’m a big fan of how much gamer/anime stuff they throw into their advertising, also their food is rather yummy.”
•     “Now I need to eat at Arby’s considering they did this. THIS is how you advertise.”
•    “Arby’s is about to get a loyal customer.”
•     “Haven’t ever had Arby’s, but you best ‘believe it’ that I will now.”

Media

Produced by

Moxie, Arby's

Links

Entry Credits