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

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Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

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Racial Justice

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Health & Wellness

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Grassroots

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Reddit

Snapchat

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Triller

Tumblr

Twitch

Twitter

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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

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Gamification

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Integrated Experiences

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Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

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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

Abbott - Rising to the Test

Entered in Organic Promotion

Objective

Until last year, nothing that had gone viral had been about something literally viral. But when this global pandemic surfaced, the best thing we could do to help combat it was to first leverage our expertise to quickly develop quality COVID-19 tests, and then help reliable information about them go, well, exactly that…viral.

Our objective was to raise awareness. Not just about the COVID-19 tests our scientists were developing in record time, but also a push for broader awareness—as a leader in diagnostics— to help educate the public on the utility of testing, the different types of tests that exist, how they each work, and the best way they could be applied to keep communities healthier in our new shared reality.

Strategy

An unconventional year called for an unconventional approach. Because we were bringing a variety of tests to market on an accelerated timeline, we committed to whatever was necessary to be fast and flexible in our content marketing and social media approach—not something the healthcare industry is typically known for.

All of our COVID-19 social and digital activations are founded on the human insights we learned through social listening and engagement with us: fear of the virus, desire to know what to do and how to stay safe, confusion due to large amounts of misinformation circulating about SARS-CoV-2 and testing in general. Abbott had unparalleled authority and opportunity to answer the call.

Our strategy was to highlight both of the ways we could accomplish that:

  1. Storytelling that focused on the “what” = development of the tests themselves that provide critical answers
  2. Storytelling that focused on the “how” = providing answers about how the tests provide answers

So we got to work on democratizing the information we were uniquely positioned to share. In order to achieve the best storytelling, we immersed ourselves in the diagnostics R&D team. The situation was moving quickly, and so were we.

We leveraged a task force of our diagnostic experts to explain the differences in molecular, rapid antigen, and serology tests—adapting quickly to Zoom interviews. We created infographics to convey complicated information, like how the different tests can be used in various settings and stages of infection, in a simple way. As the content sparked engagement, we relied on social listening to inform the kind of content that would be most helpful to create next. And we jumped on opportunities to engage with influencers to generate additional earned impressions. All in a consumer-friendly way. At the speed of a pandemic.

Results

Our scientists worked around the clock on the tests, and we worked around the clock on the content, with social media activation leading the charge. We published 381 social posts, 25 stories, 17 videos, and 6 infographics. Without paid promotion, our content marketing efforts resulted in:

For context:

Not only were these some of the best results we’ve ever achieved for a social campaign. It was some of the best results in the industry:

We even had a chat with Elon Musk and Jim Cramer on Twitter.

But it’s not about those numbers or anecdotes. It’s not about us at all, actually. It’s about rising to the ultimate test, and delivering exactly what the world needed, how and when it needed it.

Media

Video for Abbott - Rising to the Test

Produced by

Abbott

Links

Entry Credits