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

#BuyBlack Friday Show

Winner in Facebook Live

Finalist in Facebook

Gold Distinction in Online Event/Activation

Silver Distinction in Multicultural Community Engagement

Objective

Small businesses are the heartbeat of our communities and many are facing an economic crisis, due to the pandemic. Black-owned businesses have been disproportionately affected, closing at 2X the rate of non-diverse businesses due to COVID-19.

So, we wanted to redistribute focus during the biggest retail season and day of the year toward celebrating and supporting Black-owned businesses and their communities.

Every Friday from Oct 30 through Nov 27, we partnered with businesses, thought leaders, influencers and entertainers to feature Black-owned businesses, celebrate Black culture and encourage consumers to #BuyBlack
 

Strategy

We turned the busiest shopping season of the year into the most show-stopping and talk-worthy time to buy Black. The #BuyBlack Friday Show was a LIVE shop-a-thon that got people to directly support business owners in the community. But it was about more than just shopping. It was about celebrating and uplifting Black culture by giving Black creators a platform to share their passions and shine. Because they’re not just a business going about their business, but people just like us trying to share a little more good in the world.

From musical performances by names like H.E.R. and Miguel, to sets from DJ D-Nice and panels with celebs like Marsai Martin, Daymond John and Gabrielle Union, it was clear that a lot of people had something to say about the power and impact of supporting Black entrepreneurs.

In a year where Black people were torn down and frankly exhausted by racism, police brutality and shallow attempts of support made by billion dollar brands, our live show gave viewers a genuine place to feel seen and share in the joy of being Black.

It also gave our guests and hosts a platform to share the parts of Black culture you don’t normally see in mainstream media: the luxury, the craftsmanship, the creativity, the resilience, the beauty, the breadth and the hustle that define the Black experience.

Each of our 5 episodes was dedicated to a different part of the culture and featured Black business owners, celebs, influential figures and conversations that fit the theme. Whether it was hyping up Game-changers, shining light on Black Girl Magic or educating about the African Diaspora, we gave Black voices a space to be heard and a platform they’ve too often been denied.
 

Results

This is the programming that the Black community and our allies had been waiting for, as evidenced by the success of the show: it received 86.8M total views, over 200K clicks to business owners’ websites and 900K Instagram Stories were made with the #BuyBlack Sticker.

From the #BuyBlack Friday live show episodes and gift guide, to adverts in the New York Times and an Instagram challenge, shoppable carousels, shoppable cover photo, digital stickers and more, it's clear that #BuyBlack Friday helped to raise awareness of Black-owned businesses. This in turn strengthens the economy in black communities, closes the racial wealth gap and exposes people to cool businesses that they may not have known about. Yeah, all of that from shopping and watching along.

After a successful finale show, we helped keep 21 Black-owned businesses afloat (and dare we say thrive) and turned the most materialistic holiday in the U.S. into a day filled with power and purpose.

Media

Video for #BuyBlack Friday Show

Produced by

Facebook App & Creative X

Links

Entry Credits