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

#BeatsDaisyChallenge

Finalist in TikTok Partnership

Objective

To drive wide-scale awareness of the collaboration between singer Ashnikko x Beats By Dre, creating clear positioning of the new PowerBeats Pro colours and encouraging mass user-generated content for the competition to feature in the official music video for ‘Daisy’.

Strategy

Our collaboration with Beats by Dre involved creating a global competition for TikTok audiences to feature in Ashnikko's latest music video, ‘Daisy’, using the colours for each product as inspiration for the different creative Hashtag Challenges: blue, red, yellow and pink. To drive widespread engagement and user-generated content, we worked closely with Beats By Dre to activate content creators in each of the target markets. The creators encouraged audiences to participate whilst also securing brand visibility through product placement and key campaign hashtags. 

All creators chosen had to satisfy Beats By Dre’s key pillars to ensure alignment with their brand values. This included being inspirational to youth communities, showing resistance to the status quo, and amplifying the voices of minority communities. These criteria inspired a creative selection of talents and allowed us to activate a diverse array of communities from around the world.

The primary strategy was about saturating multiple audiences within four markets- UK, France, Germany, Russia- over a 4 week period, as well as driving user-generated content that could potentially be featured in the 'Daisy' music video. We were able to create such a mass impact by using a Hashtag Challenge across these global markets.

Influencers were able to deliver high-quality content for the respective creative concepts through detailed creative briefings.  The content simultaneously highlighted the new Powerbeats Pro colour launch and played on the specific creatives per week. There were four different drops of content in the four markets. Each creative was inspired by one of the colours of the Powerbeats Pro earphones; Glacier Blue, Spring Yellow, Cloud Pink and Lava Red.

Influencers involved in the campaign supported this message. They saturated different audiences by inviting their followers to participate in the competition whilst creating original, engaging content in line with the challenge brief. Our global team assessed all content and captions to optimise and inspire user engagement in the most authentic way possible by including native French, German and Russian speakers.  Ashnikko herself also created assets, further pushing audience involvement and explaining the creative to a global following.

Results

On the official Hashtag Challenge, we were able to achieve +7.2 billion views. However, considering that some content would not be relevant to the competition or challenge, we can calculate the direct engagements through our creators, which came to a total of +34 million views. We had a global engagement rate of 14.66% (weighted average) on branded content in terms of interaction. 

Alongside the phenomenal achievements of the TikTok Hashtag Challenge, the official music video gained multiple entries directly from this activation, while also featuring user-generated and influencer content throughout the video.

The goal of creating content that would eventually be included in Ashnikko's music video inspired the community to produce some truly astounding content. We saw submissions from all cross-section of society, but given the music genre and product in question we got a particularly strong response from BAME communities. Ashnikko’s Daisy video even entered the charts due to the creativity and unique approach of utilising a Hashtag Challenge to gain user-generated content and creative pieces from influencers themselves to feature in the music video.

Media

Produced by

Pulse Advertising, Beats By Dre