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

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Disability Awareness

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Environment

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Grassroots

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

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Triller

Tumblr

Twitch

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Multi-Platform

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Emerging 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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Partnership Management

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Sales

Strategy

Talent Management

Self-Defined

Team

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Client Team

Communications Team

Community Team

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Creative Team

Culture Team

Design Team

Legal Team

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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

Barbie’s 5-Minute Crafts

Finalist in Community or Employee Engagement

Entered in Branded Content

Objective

To further engage its digital fan base and place Barbie alongside the types of shareable online content that have become increasingly appealing to brands and advertisers, Mattel looked to The Soul Publishing and the 5-Minute Crafts’ creative team to develop a concept for Barbie-branded do-it-yourself [DIY] “hack” and craft-based content. The goal was to galvanize play, education, and DIY among kids and parents through craft-focused content and toys. The videos adapt the best and most popular DIY content from Mattel’s channel into “real-life” Barbie dolls that were repurposed for the 5-Minute Crafts YouTube channel, and shared across additional social channels and platforms.

Strategy

Mattel turned to TheSoul Publishing to create a series of Barbie branded DIY “hack” and craft-based content; the exact type of content that at-home audiences have gravitated to this year in light of the pandemic. Mattel sought to leverage TheSoul Publishing’s hugely popular DIY and craft channel, 5-Minute Crafts, as well as its deep global reserve of creative talent, seeing the channel as an ideal format to drop Barbie’s favorite weekend routines and innovative crafts.

 

Mattel adapted Barbie’s content for the 5-Minute Crafts channel, bringing premium branded DIY content to millions of fans, and adding the flair of Mattel owned content to create a distinct look from the other videos on the channel. The merging styles of Mattel and 5-Minute Crafts led producers to insert Barbie’s likeness at the top, in the middle, and at the end of each video, as opposed to exclusively overhead shots of crafts for the length of the video. The videos also feature the official voice, music, logos, and graphic effects associated with the Barbie brand, and were localized in 13 different languages.

 

The videos gave Barbie a purpose for involvement in the current conversation in a light-hearted and positive way, focusing on family friendly crafts and at-home activities that parents and children could easily do together, including camping, sports, and fashion. For example, one video highlights tips to enhance Barbie’s DreamHouse with glittery DIY pink face masks, bracelets, toiletry and spa supplies.

Results

Since launching in July 2020, the Barbie and 5-Minute Crafts collaboration has quickly become some of Mattel’s best-performing content on its YouTube channel, enabling Mattel to display its cutting-edge approach to developing branded content integrations. Within a few days of its release the first video within the series, “Barbie’s Dreamhouse Crafts” amassed more than a half a million views. Additionally, all three videos secured 38 million impressions on Instagram and 6 million on Facebook in just two weeks. One month after their release, the three YouTube videos garnered a total of more than 11.1 million views on Barbie’s YouTube channel. In 2020, the videos garnered 8.4 million views on 5-Minute Crafts’ Facebook and 500k viewers on 5-Minute Crafts’ Instagram. The campaign helped Mattel achieve its goal to inspire play and DIY among kids and parents through Barbie craft-focused content and toys, while generating purchase intent, brand lift, awareness, views, and short-term sales during COVID-19 when people are at home consuming more content.

Media

Produced by

TheSoul Publishing, Mattel

Links

Entry Credits