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

Spreading a Message of Hope for Problem Gamblers During Unprecedented Times

Finalist in Non-Profit

Objective

The Council on Compulsive Gambling of New Jersey (CCGNJ) is a NJ-based nonprofit organization best known for and often referred to as its 24/7, confidential helpline, 800-GAMBLER. That number appears on casino billboards and scratch-off cards statewide, providing a lifeline for problem gamblers and their loved ones. Despite their already strong presence, CCGNJ’s work is never complete.

The month of March would have normally been peak sports gambling season. But with the COVID-19 pandemic gripping the nation, things looked very different. Most sporting events had been canceled, and in mid-March, NJ’s governor ordered many public spaces closed — including casinos. With gamblers turning to online outlets, the CCGNJ also needed to pivot their strategy. Therefore, their goal was to increase overall awareness as well as promote their new options for remote support.

The global pandemic had far-reaching consequences, and CCGNJ knew that they needed to take swift action to be ready to assist vulnerable populations in a time of uncertainty. With everyone staying at home and spending more time on their computers and mobile devices, it was essential to reach them where they were. To help them achieve this, we would:

Strategy

A Sign of the Times

Under normal circumstances, one of CCGNJ’s primary goals would be to direct people to find a meeting with Gamblers Anonymous (GA) for their gambling problem. However, with strict rules prohibiting groups of people from gathering, many people were left without the support they needed. To address this gap, CCGNJ shared resources for alternatives to GA meetings on their new Help During The COVID-19 Pandemic page, which was prominently displayed at the top of the homepage.

We also produced new timely blogs such as How to Maintain Your Mental Health During the Pandemic and In The Time Of The 2019 Novel Coronavirus Pandemic, Mental Health Has Never Mattered More to reach those who were experiencing loneliness or anxiety while trapped at home — feelings that could lead to the development of unhealthy gambling behavior.

Connect with the Community

Not everyone with a gambling problem will be ready to admit it, which is why it is essential to spread the message that help is available through multiple channels. Using social media advertising on Facebook and Instagram, our team ran ads to increase awareness with copy and images that spoke to the isolation that many people felt. We linked these to the home page and aforementioned relevant blog posts, along with promoting their new weekly Problem Gambling Webinars and utilizing evergreen content such as Help for Gamblers.

To reach those who may need help, we created a cold audience that showed interest in various types of gambling, games of chance, and video games that are associated with gambling, and a lookalike audience based on users who had previously interacted with 800-GAMBLER online. We also excluded those who had previously interacted with them, to be sure we were reaching out to new audiences.

Spread Awareness

Knowing that a confluence of factors might be luring people to gamble — layoffs, isolation, depression — we needed to be more aggressive than ever in spreading awareness of the resources that CCGNJ has to offer. Therefore, our PPC strategy was to increase brand awareness, which meant putting our ads in the places that people with a gambling problem would be most likely to see them. Normally, this would be sports gambling websites, but this time, we focused more heavily on display ads on sites with online poker and casino games, as well as mobile apps, restructuring our images and copy to align with messaging about the pandemic. Our team used manual CPC and regularly monitored performance in this new endeavor so that we could maintain the most control over our efforts.


We also diverted more of their budget to a video campaign to reach an even broader audience who might not be familiar with CCGNJ’s resources. Our team created a brief video that spoke specifically to those engaging in online gambling during the pandemic. As we saw discovery ad views begin to increase, we also utilized it for in-stream, skippable ads to increase the number of people who would see this timely message.

Results

Our Facebook & Instagram ads earned over 1.9 million impressions, earning 1,000 impressions for every $2.00 spent, reaching over 647,000 people.

Campaigns with the objective of Landing Page Views, leading to the new content and CCGNJ’s new services, found success too, earning landing page views at just $0.93 each!

Impressions and reach increased compared to the previous quarter, while the costs decreased by nearly 30% — achieving what 800-GAMBLER had hoped for.

Display ads and app ads saw a surge in clicks quarter over quarter (Q/Q) — from 2,700 to 9,700 — while the average cost-per-click (CPC) decreased by 46%.

Video views jumped up 458% — 396,000 more than the previous quarter. And while we increased the video campaign’s budget by 4%, the cost per view decreased $0.07 (81%) and the view rate increased from 13% to 54%.

Q/Q, interactions (clicks and video views) increased from 92k to 494k, while spending 6% less!

The COVID-19 pandemic has had far-reaching impacts that few could've predicted. With many businesses closing across New Jersey and thousands being laid off or working remotely, people’s lives were virtually upended. Gamblers who used to haunt the casino moved to the realm of online gambling, and people who may have never had a problem with gambling may have turned to it as an outlet. Thanks to our timely efforts, we were able to raise awareness during a difficult and unprecedented time — ultimately helping more people get the support they need to look to a brighter future.

Media

Video for Spreading a Message of Hope for Problem Gamblers During Unprecedented Times

Produced by

1SEO Digital Agency, The Council on Compulsive Gambling of New Jersey

Links