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

Babe x Bumble

Finalist in Real Time Response

Audience Honor in Real Time Response

Entered in Contest or Promotion

Objective

BABE wanted to drive brand love with core consumers, and drive brand awareness with new audiences by tackling the trash fire of 2020.

Strategy

INSIGHT:

Breaking up is hard to do; breaking up when you’re stuck living with your partner due to a global pandemic is a nightmare. In May of 2020, 10% of 24-34-year-olds had ended a relationship during quarantine*, which means a whole lot of people were stuck sharing a bathroom with their ex. (*Source: Y-Pulse, “After Corona Trend Report” (May 2020)

 

STRATEGY:

BABE Wine and Bumble knew they had to help out. Because what do the newly single need? A whole lot of wine, and a fresh start.

A partnership between BABE & Bumble was a no-brainer. BABE is the wine dedicated to making people feel seen and Bumble takes dating just seriously enough. Together, we set out to alleviate the stress of pandemic breakups and help newly single people do the moving out ...AND the moving on.

Internet, meet “B&B Movers," a social moment brought to you by BABE and Bumble to help people stuck with an ex during quarantine. We covered the cost of moving out and hooked winners up with wine and a brand new Bumble profile to move on.

Results

What started as a single social post and concise key visual turned into 16 million impressions and thousands of awkward quarantine breakup stories. People couldn’t stop talking about how this was the partnership quarantine needed. 

BABE also led the entire category SOV the month of the contest with over 80% share of voice in July and August (up 33% from June). 

It was the culmination of a strong consumer insight that played on a surprising cultural tension, followed by a partner with the right cultural cache that reached a new audience. That’s the opposite of a quarantine breakup story.

Media

Produced by

draftLine, BABE Wine

Links

Entry Credits