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

Verizon Gives You MAS

Finalist in Multicultural Community Engagement

About this entry

The telecommunications industry has become an immensely competitive market, with top companies fighting for market share wherever and however they can. Using strategic research, Verizon identified Hispanic millennials as a significant growth opportunity for the business, but they had one large obstacle to overcome: The Hispanic community did not see Verizon as a brand that connected to them culturally or was relevant to their lifestyle and interests. As Verizon’s agency, we had one major goal: change the way Hispanic millennials perceived the brand.

Why does this entry deserve to win?

To shift perception and drive engagement with Verizon’s Hispanic audience, we identified the intersection of their passion for music and social to authentically incorporate into Verizon’s brand. We leveraged data and social listening to identify top creators with a substantial Hispanic community following and created custom content to speak directly to Verizon’s ideal Hispanic consumer.

In Verizon’s FIRST Hispanic influencer partnership, we leveraged a mix of mega and micro influencers to provide a swell of social coverage and drive awareness of “MORE access” to customized music events happening in their communities, built and produced by the Verizon and iHeart partnership.

Through an always-on approach, we created 300+ assets across Facebook, Instagram, Twitter and YouTube, with 14 influencers across four markets to ensure we had sustaining activity throughout the year. To capitalize on targeting both Verizon prospects and current customers, we amplified content with a robust paid social strategy to extend reach and convert perspective new customers.

We partnered with influencer expert partner WHOSAY, whose robust influencer network allowed us to select one mega (like Jessica Marie Garcia in LA) and two micro influencers (like Tony Succar in Miami) native to each local market.

Influencers created social content before, during and after each custom music event in market. This organic content was then dark-posted to reach a broader HA18–34 audience beyond each influencer’s following:

Results

Since we turned on the campaign, social engagement (4.4MM+) and video views (3.2MM+) have over-delivered by 301%. We have also seen a +13% lift in brand affinity in both Dallas and LA on completion of their respective music events.

Campaign sentiment was so positive, fans jumped to comment in real time on the talent’s association with Verizon:

“That sounds AMAZING! Can’t believe you met @Bazzi! I def want to go to the next concert J I’ll make sure to follow @Verizon for updates!”

“Verizon es lo mejor en telefonía móvil de punta además de sus servicios y terminals de alt agama y tecnología actual @littleviejo” (Translation: Verizon is the best mobile telephone company that I can think of and even more their service has high coverage @littleviejo)

Influencers enjoyed the experience of being “ambassadors” for the brand so much that they even attended other Verizon Up events and engaged with Verizon on social! A true “I switched to Verizon” story that came to life!

On top of lifts in brand sentiment and overall engagement, we saw increases in sales lift directly attributed to growth from the Hispanic audience in LA and Dallas:  +4% lift in smartphone gross adds during campaign period vs. non-media markets, to be exact!

Media

Produced by

Zenith/VM1, WHOSAY, Verizon

Links

Entry Credits