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

#ACUpgrade

Entered in Multi-Platform Campaign

Objective

Build brand awareness and equity for Chinese brand Midea by turning the U.S. launch of their innovative new window air conditioner, Midea U, into a viral social moment. With a small budget and minimal existing social presence, help the brand stand out as much as its unique product. 

Strategy

Our connected social strategy, creative and media teams worked closely together to create #ACUpgrade, an irreverent, social-media focused campaign that tapped into both nostalgia trends and reboot culture, and culminated in a branded hashtag challenge on TikTok.

During a hot and frustrating summer, #ACUpgrade and Midea U offered everyone some relief. With high design and smart features, it makes other window ACs seem outdated—to help consumers see the value in this upgrade, we partnered with actor Mario Lopez. Most famous for playing A.C. Slater on Saved by the Bell (1989–1994), Mario made headlines this summer as he was about to reprise the role for a long-awaited reboot. So who better to tell the story of Midea U than an expert on ACs old and new?

We began by updating Midea’s social channels with retro photography and fun copy, juxtaposing dated technology with the advanced new Midea U and teasing an #ACUpgrade message. Then, Mario joined the conversation by posting teaser content followed by a 60-second video highlighting the features of the Midea U.  Through these social channels, the consumer was led to either the product pages for the Midea U on Midea’s website or to the product page on Amazon where they could purchase the product. 

We then partnered with TikTok and leveraged their Creator Marketplace—a superstore of influencers that TikTok has a direct relationship with—to amplify the #ACUpgrade dance challenge. We chose specific influencers based on audience demographic and content type, strategically involving them in the campaign to leverage their familiarity with our audience and inspire their fans to get involved in the challenge without having to be “the first person to make the video.” Our influencers populated our branded hashtag challenge page and spurred content creation and views from thousands of TikTok users.

Results

The #ACUpgrade hashtag challenge received over 4 billion total views, with 900 million video views in first three days. $1B+ were garnered during the challenge ($3B total views). And 788,000 users participated by submitting videos with the hashtag.

Media

Video for #ACUpgrade

Produced by

Digitas, Midea

Entry Credits