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

BUBBA burger® Sun’s Out Buns Out Campaign

Entered in Multi-Platform Campaign

Objective

With more than 30 years of experience, BUBBA burger offers consumers clean ingredients and exciting new products in their burger selections. Products that quickly cook from frozen to a juicy and delicious burger, perfect for all eating and snacking occasions.

The BUBBA burger shopper is looking for products at the intersection of quality and convenience, and a strong and authentic brand story is vital to turn interest into purchase. With this in mind, the BUBBA burger® marketing team developed the 2020 Sun’s Out Buns Out campaign. The campaign’s goal was to drive brand awareness and increase purchase consideration through paid search, social media ads and an influencer campaign. Communications focused on building brand awareness, encouraging consideration, and increasing purchase intent.

The campaign objectives were as follows:

The campaign ran from June 1 through September 30, 2020.

Strategy

The team wanted to demonstrate that BUBBA burger provides many options for convenient, quality burgers at any time, inspiring its target audience to 1) seek out more information and 2) put BUBBA burger® boxes in their carts when shopping. A digital campaign focusing on paid search, social media ads and sponsored influencer posts focused on building brand awareness, encouraging consideration, and increasing purchase intent. The overall voice and tone of these ads conveyed a fun, wholesome and nostalgic feeling with audiences, while staying mindful of the current pandemic and focus on being a helpful, authentic voice.

Paid search ads drove to both the BUBBA burger home page and a dedicated landing page, bubbasun.com, increasing awareness among its target audience. A social campaign aimed to increase engagement rate, follower rate and impressions. Pre-campaign, BUBBA burger’s social channels averaged less than 1% engagement per post on average across Facebook, Twitter and Instagram, so the campaign sought to increase and maintain the average engagement rate to a standard 3%. Dedicated sponsored content from influencers helped to tell the brand story to their built-in audiences and included keyword-rich recipes and tips. The team A/B tested posts and messaging across all platforms, optimizing ads along the way. Finally, social posts included the hashtag #stayingrillout as a nod to the unusual circumstances of 2020.

Results

Traffic to the website increased while engagement remained well above benchmarks (1:00 average session duration, <65% bounce rate). The BUBBAsun.com landing page drove meaningful traffic to the website as seen by the strong engagement metrics.  The website received 232,892 total pageviews during the campaign. By focusing on engagement over awareness, the platforms were able to identify users with a higher affinity toward the brand/products. This led users to discover the BUBBA Burger® social page, spiking its follower growth by 844% in 4 months.

 

Media

Produced by

Midan Marketing, Bubba Burger

Entry Credits