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

Brew the Love Together

Bronze Distinction in Social Good Campaign

Objective

As COVID hit, people whittled down their visits to local cafés and started depending more and more on home brewers, like Keurig. Knowing our Keurig brewers were becoming a more consistent touch point in people’s lives, we had a unique opportunity to position Keurig as more than an appliance, but as a brand that can make a bigger impact during a time of struggle for both our consumers and the coffee community at large. Our goal was to lift brand awareness and favorability of Keurig, turning Keurig into a more meaningful product and brand.

 

Strategy

As people were bringing the café experience home, we realized that the local café experience is not just about enjoying a great cup of coffee, but also supporting a local business. The reality was that local coffee roasters & cafés really needed support - 17% of US restaurants closed due to COVID. If people wanted to bring the café experience home, we wanted to show them that Keurig can help them not just enjoy great coffee, but support local roasters as they do it.

We created the Keurig Love Blend; a collection of 3, limited edition specialty blends available in familiar K-Cup Pods. Instead of Keurig putting together a coffee blend on it’s own, we collaborated with 5 local coffee roasters across the US and brought their coffee vision to life in each of those pods. 

Beyond making our partnering roasters’ vision for coffee available to every home in America, all proceeds from sales of the Keurig Love Blend collection went back into their pockets, helping their business at a time they needed it most. 

To bring the Keurig Love Blend to consumers, we created an emotional piece of content that not only featured the pod, but brought together our local coffee partners to raise awareness to the broader challenge at hand.

Results

Through our hero content, social extensions, emails, a website and earned media promoting the Keurig Love Blend, we successfully raised brand awareness of Keurig by 7.1pts (1.5x campaign benchmark) and lifted Keurig’s favorability by 6.3pts (8x campaign benchmark) among those exposed to our paid units.

The sales of the Keurig Love Blend provided each partnering roaster more stability during the pandemic, while dramatically expanding their local and national exposure to potential new customers: 

“The Keurig Love Blend will help our business stabilize. It’ll help us rest assured that we can continue to employ our staff.” - Deaton (Tectonic Coffee - Los Angeles, CA)

“The money that comes into it will help facilitate payroll, being able to bring back baristas that are currently furloughed, and also being able to open up some of my other cafes that are still currently closed” - Michelle (Hero Coffee Bar - Chicago, IL)

We made a real difference for our partnering coffee roasters and successfully positioned Keurig as a more meaningful brand - not just giving folks access to specialty coffee, but a way to make a real difference for coffee culture. 

Media

Produced by

Havas New York, Annex88, Keurig

Link