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

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Environment

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

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Facebook

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Triller

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Twitch

Twitter

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Multi-Platform

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Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

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Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

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Integrated Experiences

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Television

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Self-Defined (Social Engagement)

Self-Defined

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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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Photography

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Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

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Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

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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

Blood and Water: Social Campaign

Winner in Television

Objective

Nosipho Dumisa’s Blood and Water had everything a YA fan could want: a vibrant world full of  melodrama and intrigue, a soundtrack that felt like it came from the future, and a young, diverse cast eager to make their mark. What it needed, however, was visibility - with no established IP or existing fanbases to lean on, Netflix knew that they’d need to do something big to get the show on the right people’s radars. We agreed - and we knew just what to do.

Strategy

If you want to earn the trust of YA audiences, you’ve got to speak their language - and in the case of Blood and Water’s audience, that language was the internet. So we designed a rich, nuanced social campaign anchored in a theme the show explored to great effect: gossip. 


We started by partnering with hyper-relevant influencers - people whose co-signs would feel less like brand integrations and more like two young people talking about each other - to get the conversation started. Initially we focused on the South African audience, but as the fan responses kept rolling in, we started partnering with influencers in other markets to tap into the show’s universal youthful appeal. Then we put all the buzz we’d created to use by launching a social-forward trailer which gave audiences a taste of the property and gave the cast a star turn. From there, it was an all-out social media blitz as we released character portraits, gave talent unique cuts and Stories to share with their audiences, and kept fans hungry for more all the way up to the moment of premiere. And to keep the show’s momentum going after it dropped, we held an After-School Special roundtable with the cast later that weekend after audiences had managed to catch their breath. 

Results

We knew we’d struck a nerve when #BloodAndWater organically jumped to the top of South Africa’s Twitter trends as soon as the show premiered - but the show’s impact was only just beginning to reveal itself. Our campaign helped Blood and Water win over audiences around the world, becoming a #1 show for Netflix in over 30 countries before all was said and done. But perhaps the most important stat is the simplest: Blood and Water became Netflix SA’s first show to get a second season. 


 

Media

Video for Blood and Water: Social Campaign

Produced by

O2, Netflix

Links

Entry Credits