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

Baby Pumpkin, Safe at Home with ADT

Finalist in Images

Objective

As the #1 most trusted home security brand in the US (Newsweek, 2021), ADT’s mission for more than a century has been to protect what matters most. When the pandemic hit earlier last year, people found themselves spending more time than ever at home - and our brand mission has never had more meaning. ADT's social and creative team sprung to action immediately to redefine their strategy and create an agile stream of content called, “Safe at Home”, which was relevant to current events – and most importantly, true to the brand. 

With goals of driving platform engagement and creating custom content for ADT’s social channels, we focused on producing quality custom content. From tips, activities, and new recipes to try with your family, all the content inspired the community to stay #SafeAtHome.

Baby Pumpkin as a post image was a visual representation of the Safe at Home strategy - complementing the fall activities, tips and seasonal recipes we were posting on our channels..

 

Strategy

Blue Gravy, ADT’s in-house creative agency, produces most of the channels’ Safe at Home social content. We centered this content around helping the community get through this unprecedented time and to help families grow closer during the pandemic.

For the fall season, we wanted to create a fun and relevant image to use on Social media during the Halloween season. Leveraging Pinterest trend data, the ADT social team saw that “Pumpkin Carving” skyrocketed in October, reaching 100% index.  It was also discovered that “pumpkin carving ideas” increased at the beginning of October as well. The teams wanted to give an ADT spin to a carved pumpkin that also played into the Safe at Home platform. Baby Pumpkin, aka “Baby P”, was born by carving the door to the house from the shape of the ADT octagon. Then by placing Baby P inside the carved pumpkin, he was safe in his little home.

Results

Our goal for the year was to increase engagement with our content. We met our goals by creating a library of content similar to what is featured below. Our October hero image, Baby Pumpkin, set engagement records with the following social metrics.

Baby Pumpkin’s engagement was 981% higher than Facebook benchmarks, with 15% of those who saw the post reacting (liking) it. This resulted in over 415,000 reactions. This high-quality engagement had a halo effect on our organic reach, which resulted in 47% of our total reach for this post, achieved organically (FREE)!

We saw an influx of positive comments and reactions throughout 2020, praising the strategy and thanking ADT for sharing engaging content during a challenging year. These qualitative comments resulted in increasing Facebook's positive sentiment by 104% and decreasing negative by -81% year over year. 

Out of the 414,000 reactions to Baby P’s single Facebook post, there were only 27 “Sad” or “Mad” reactions, .007% of the reactions were negative. 79% were “Like”, 17% were “Love”, 1.66% were “Laugh”, .84% were “Heart” and .053% were “Surprise”.

The Safe at Home campaign has been an ADT social media phenomenon, with Baby Pumpkin starring as the single most reacted to Facebook post in the entirety of the campaign.

 

Media

Produced by

ADT

Links

Entry Credits