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

#BestThingSince

Finalist in TikTok Presence, User-Generated Content

Gold Distinction in TikTok

Audience Honor in User-Generated Content

Entered in TikTok Partnership

Objective

In 2020, America’s most famous carryout-only pizza brand, known for their delightfully wacky commercials, tasked us with announcing their biggest news ever on the biggest stage ever. So during the third quarter of “the professional football championship game,” we told millions around the world — Little Caesars was grabbing a slice of the delivery pie.

Little Caesars delivery was deemed “the best thing since sliced bread.” And people everywhere agreed. Of course, it’s one thing to run a 30-second commercial about Little Caesars delivery surpassing a fictional “Sliced Bread” company as the new “best thing.”

But how do you create mass awareness for this new delivery offering and get billions (yes, with a B) of impressions for that same message weeks and weeks after the final whistle?

Strategy

As a brand, there are only so many eyeballs that you can reach with traditional media. And we quickly realized that we’d never get the sort of results we were after by simply running a 30-second television commercial — even if that commercial was on the world’s biggest stage.

So we utilized the power of social media and worked with influencers to help place the keys to the commercial in the hands of the internet and let them drive our message home for us in their own unique ways. Naturally.

Little Caesars delivers! Big news, right? Maybe not since other pizza chains introduced delivery decades ago. But with Little Caesars delivery at Little Caesars value, a whole new group of people could afford to get pizza delivered.

Our news may not have been “cutting edge,” but it was revolutionary for our audience. And we wanted to reach this audience in a big way, but also put the fun of announcing it and spreading the word in their creative (and influential) hands. Which led us to TikTok…

After our successful “Big Game” announcement, we needed to expand our message. And to do that, we first needed to find the world’s hottest place for content creation. So we took to TikTok. Working with four top influencers to help seed our script, we convinced TikTokers to lip-sync our delivery message, word for word, all while creating hundreds of their very own Little Caesars, um, messages. And create they did.

Results

When it was all said and done, a brand famous for its wacky commercials suddenly had some of its wackiest, most beloved ads yet (1,138 completely organic user-generated ads, to be exact). Not only that, our hashtag challenge #BestThingSince was trending on TikTok for over 7 days, generating over 7 billion views. Yes, with a B.

In addition, total branded influencer content reached more than 88 million impressions and had a 5.9% engagement rate. In the end, all this exposure brought an increase for Little Caesars delivery sales — because that kind of awareness is just the best thing since...well, you know.

Media

Produced by

McKinney, Little Caesars

Link

Entry Credits