5th Annual Shorty Social Good Awards Categories

Entries are now closed. Finalists will be announced in mid-October!

From the 12th Annual Shorty Awards

TE Connectivity: Every Connection Counts

Finalist in Brand Redesign

About this entry

TE Connectivity has a 75-year brand heritage around the globe reaching our engineer audiences. In partnership with these engineers we’ve designed and manufactured products that have literally changed the world. But we anchored our brand on our product superiority, rather than forming a human relationship engineer-to-engineer. The decision to refresh the global TE Connectivity brand platform was a strategic business growth initiative to differentiate us from product-focused competitors in a meaningful way by tying technology + humanity.

The refreshed brand platform, Every Connection Counts, celebrates the importance of both technology product superiority as well as the engineers building the devices that impacts humanity. This new approach focuses on the human benefit of our products and innovation. It positions the engineer customer as the hero, and TE Connectivity as the enabler, both having positive human impact through technology. No matter how small it begins, every connection has the power to engineer something bigger. #EveryConnectionCounts

Why does this entry deserve to win?

Engineers live for solving challenges. The more complex the project, the more intricate the connections, the more rewarding the outcome. However, on a daily basis engineers spend 80% of their time searching the internet for key parts to build their technologies. They wade through technical marketing materials, compare facts and figures from competing brands, and ultimately become lost in the sea of sameness.

Global research insights highlighted that the engineer’s finished product is only the beginning not the end goal. Gratification grows exponentially with each person who connects with it after in-market. Their end creation reaches unchartered territories, brings people together faster, or creates something that will change the world. But for such complex undertakings by TE Connectivity and our engineer customers, the best outcomes are the simplest ones. The one’s that can’t be manufactured such as joy, awe, relief, comfort, freedom. Human benefits from advanced technology.

This brand refresh focuses on the human benefit of our parts and innovation. It positions TE as an industrial tech leader that can extend from part supplier, to partner and innovator. The narratives, proof points, and visuals will be the end result of the connection, but we will always turn the corner to let you know how TE got us there. TE connects technology for the human connections they empower. And we are committed to nurturing the potential of every single one. Connections that bring people together. Connections that move humanity forward. Connections that keep on giving.

Video Content Strategy

Organic Social Strategy

Paid Social Strategy

Distribution Strategy


The Every Connection Counts campaign is still on-going, but the initial results and metrics are exciting and reflect our audience is receptive to this brand redesign. This brand refresh has enabled us to reach expanded engineer audiences, energized TE employees around a human cause, inspired engineers through UGC to showcase the positive impact their having, and bring to life TE's purpose around creating a safer, sustainable, productive, and more connected future.

Organic Social Results

Paid Social Results



Video for TE Connectivity: Every Connection Counts

Produced by

TE Connectivity, DWA Media, Swirl McGarryBowen


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, Snapchat, and the rest of the social web.

winners and honorees will be announced at the shorty social good awards digital ceremony on november 19!