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

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Disability Awareness

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Education & Community

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Environment

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Social & Racial Justice

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Self-Defined (Social Campaigns)

Self-Defined

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Triller

Tumblr

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Multi-Platform

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Self-Defined (Social Engagement)

Self-Defined

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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

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Talent Management

Self-Defined

Team

Account Team

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Legal Team

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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

Alex Gordon's Retirement

Finalist in Sports

Entered in Storytelling

Objective

Selected second overall by Kansas City in the 2007 MLB Draft, Nebraska native Alex Gordon would become the epitome of a Royal and beloved by fans over 14 accomplished seasons with the team. On September 24, 2020, Gordo, a World Series champion, three-time All Star and eight-time Gold Glove Award winner, announced his retirement from baseball upon season’s end.

Gordo, known for his defensive prowess, clutch at-bats and tireless work ethic, deserved a proper sendoff. However, due to the pandemic, fans were not allowed in the stands, therefore placing a heightened importance on telling Gordo’s retirement story through Royals digital and social media channels since fans couldn’t be there to experience it in person. Our objective was to make fans feel as close and connected to the moment as possible by sharing a variety of engaging content including graphics, photos and behind the scenes video across Twitter, Facebook and Instagram.

Strategy

From beginning to end, all aspects of Alex Gordon’s retirement were covered in a meaningful and engaging way, giving fans both a behind the scenes and on the field look into the special weekend. This included:

  1. Motion graphic announcing his retirement
  2. Static graphic highlighting his accomplishments
  3. Live stream of his final press conference
  4. Video of Gordo’s locker dedication with a permanent plaque (unprecedented and exclusive clubhouse access)
  5. Video of Gordo's reaction to seeing his teammates’ jerseys marked with his iconic pine tar in the clubhouse (unprecedented and exclusive clubhouse access)
  6. Photos highlighting his No. 4 mowed into left field
  7. Tribute video honoring his legacy and importance to the organization
  8. Thank you video from past and present teammates showing their appreciation
  9. Video following Gordo as he took his final run into left field, giving fans a new and intimate perspective
  10. Unique #4EverRoyal hashtag to tie all the content together and give fans a voice to share their own memories

Through it all, fans were effectively engaged, immersed and connected to Gordo’s retirement story.

Results

Fans engaged with Gordo retirement content in a big way. Featured photos, videos, graphics and live content overperformed across platforms. There were 101 total Alex Gordon posts across Facebook, Twitter and Instagram from September 24-27, totaling 2.0M engagements, 3.6M video views and 21.9M impressions. These totals far exceeded normal Royals KPIs and accounted for 22 percent of our total engagments, 8 percent of our total video views and 6 percent of our total impressions in 2020.

The Royals had the highest engagement rate of any team in Major League Baseball during that time period on Facebook and Instagram and the third highest engagement rate on Twitter. Three Gordo posts resulted in the third, fourth and eighth most engagements in the history of Royals Instagram and the Gordo retirement announcement motion graphic was the second most liked post in the history of Royals Twitter.

While fans couldn’t be in the stands during Gordo’s final homestand and experience his last few games as a Royal, they still felt connected to the moment as a result of all the content produced and distributed to them throughout the weekend.

Media

Video for Alex Gordon's Retirement

Produced by

Kansas City Royals

Links

Entry Credits