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

A.L.C. Media Strategy Increases Revenue 31%

Finalist in Media Buying Strategy-Mid-Range

Audience Honor in Media Buying Strategy-Mid-Range

Objective

Founded in 2009 by stylist-turned-fashion designer, Andrea Liberman, A.L.C.’s mission is to deliver effortlessly elevated wardrobe essentials that make women look and feel their best. As the core brand identity centered on ‘wear to work’, COVID-19’s shelter-in-place measures called into question a once proven paid social strategy that had been the largest contributor towards revenue and new customers.  Last-click revenue was suffering as consumers were experiencing increased financial uncertainty and pulling back on discretionary spending.  

A.L.C. needed to find new customers beyond the tried and true sophisticated working women, who comprised the brand’s base for years.  Leading into the campaign site revenue was down 8% YoY, January Digital was tasked with bringing it back to even at an efficient return despite extremely conservative consumer spending in the apparel space. Typically, in a period of austerity, significant revenue increases are near impossible. Executing a dynamic approach while nimbly responding to evolving trends empowered our ability to capitalize on the initial successful metrics rendered from this strategic shift.

In response to the shifting consumer climate, January Digital (JD) saw the opportunity to adjust the  A.L.C. social strategy against bottom-line business goals in order to reach a wider audience with limited marketing dollars. While expanding a target group would traditionally lead to a lower intent to purchase, January Digital’s unique approach proved Facebook’s conversion point was higher within the ‘add to cart’ customer set over those that had abandoned their cart. 

 

Strategy

 As paid social had been the largest contributor of revenue and new customers for the brand,  January Digital saw an immediate opportunity to improve the audience approach by adjusting the optimization strategy to widen audience composition and increase conversion efficacy points. 

With a goal of adding incremental revenue to the business, January Digital implemented a single-variant testing strategy. Using the adjusted optimization point of add to cart vs. abandoned cart, we concluded that our original hypothesis was true: widening the point allowed for the algorithm to cast a wider net that would engage prospective customers with the maximum propensity to convert at greater scale and accuracy.  January Digital reported back strong revenue increases using custom-tableau dashboards, which combine front-end Facebook metrics with back-end Google analytics, resulting in one source of truth that holistically evaluates performance to identify channel trends and the overall business.

The new campaign not only increased paid social traffic by 239% YoY, the halo effect of the increase of 20% new users on site leading to a 31% revenue increase, making Q3 one of their strongest in years, despite the ongoing pandemic.

Results

While social channels are primarily utilized to generate awareness and drive new customer engagement, our evolved strategy enabled more advanced algorithms to optimize against ‘add to cart’ behavior and scale revenue, resulting in growth YoY and PoP.  

Key success metrics to illustrate the campaign’s performance include:

Media

Produced by

January Digital, A.L.C.

Links

Entry Credits