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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

BOOK SHOOK

Entered in Storytelling

Objective

BOOK SHOOK is a 3-part series featuring Yara Shahidi, Jameela Jamil and Reese Witherspoon as they discuss powerful books that shook them, changing their lives just when they needed it most. 

Mailchimp and Hello Sunshine partnered to create Book Shook as a way to help support Mailchimp’s Read This Summer program, a virtual book festival which spotlights and celebrates literature.  

With the mission of Reese’s Book Club to celebrate diverse narratives that put women at the center of the story, this was a perfectly aligned partnership, inspiring others to read these works while further advancing well needed conversations around literacy.

Strategy

We strategically aimed to showcase impactful books in a meaningful and entertaining way to help inspire audiences. 

Each episode featured one influential woman and their chosen book. The women told their personal and heartfelt stories, sharing how the book shook them, impacting their lives and helping to chart, or rechart, their courses. Shot safely during COVID in locations that were authentically intimate and inviting, we made a point to showcase diverse talent that audiences would feel connected to and inspired by. 

Our work was made unique by the deeply personal experiences the women were able to share with the world. During a time of heightened civil unrest, providing these stories to our audiences exposed enlightened points of view, powerful thinking and new works to a society in need of hope and enlightenment. It too shook those who consumed it.

Results

Our goals and objectives ran deeper than just metrics. Our goals were to move our audiences just as these books had moved these women. To have them deeply feel something when watching. And to spark thinking. The emotional impact the work had was felt by all and included comments such as, “It was really something special listening to you speak about this book.”, “This brought me to tears. Thank you.”, “Very powerful.” and “What a beautiful series.” 

Outside of the gravitas, our metrics include: 

Hello Sunshine O&O Channels

Mailchimp O&O Channels

Media

Video for BOOK SHOOK

Produced by

Hello Sunshine, Mailchimp

Link

Entry Credits

About the Shorty Awards

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