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

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Disability Awareness

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Environment

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Grassroots

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Self-Defined

Social Presence

Single-Platform

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Twitch

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Multi-Platform

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Engagement Tools

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Self-Defined (Social Engagement)

Self-Defined

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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

Buy Now Blocker

Winner in Media Buying Strategy-Mid-Range

Finalist in Financial Services

Gold Distinction in Instagram

Entered in Call to Action

Objective

Fifth Third Bank recognized that saving money is tough. Saving money during a global pandemic, with nothing to do but browse social media, while tempting ads track your every click, is even tougher.

Fifth Third Bank wanted to cut people a break, especially as more and more of their days were spent online. 

Introducing the Buy Now Blocker.

Using hyper-targeted social media ads on Facebook and Instagram, Fifth Third’s Buy Now Blocker set out to intercept sponsored ads in people’s news feeds with a key message: Curb impulse buying, and save up for what you really want, not what social media is trying to convince you to buy.

Strategy

We identified the top 100 most common impulse buys on social media and created a media strategy that would mirror the targeting practices used by retailers to serve Fifth Third “blocked” ads, instead of typical, sponsored posts.

To ensure that each ad was hyper-tailored to the end user, we created 100 unique social assets and 100 different targeting groups for each of these impulse purchases. So rather than seeing another ad for fuzzy slippers, social media users saw a Fifth Third “blocked” ad, showing, “This could have been an ad for fuzzy slippers.”

Our creative approach aimed to capture attention with a bold headline, while recreating the familiar imagery of a “blocked” webpage, to create a scroll-stopping, head-scratching, in-feed experience. 

Once we captured their attention, users were invited to save up for what they really want by learning more about the Dobot Savings app by Fifth Third. The Dobot app is designed to help people set and meet their savings goals, while even offering savings advice and coaching along the way.

Results

This is the first-ever social campaign that measured success by how many people did NOT buy something.

With two weeks and a modest $40K media budget, the Buy Now Blocker social campaign was able to reach a total of 22 MILLION people. Of the 22 million people who saw the “blocked” ads, 100% of them didn’t buy something they’d regret.

Media

Video for Buy Now Blocker

Produced by

Pereira O'Dell, Fifth Third Bank

Link

Entry Credits