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

Cascade x The Daily Show

Finalist in Comedy Video

Entered in Multi-Platform Campaign, Short Form Video

Objective

Our objective was to educate Millennial consumers by highlighting the time-saving and sustainable benefits of dishwashing vs. handwashing, all while playing up Cascade Platinum’s tongue-in-cheek “Do it Every Night” campaign message.  

Strategy

In order to achieve our objective, we decided to use Cascade’s play-on-words as a jumping off point in a custom out-of-show, field-style piece with a Daily Show correspondent. We tapped The Daily Show’s Michael Kosta to go door-to-door to find out, in this current national climate, if people are still doing it. Our hero spot has Kosta sitting down with a couple and asking them some very intimate questions about what goes on in the privacy of their own home. And in true Daily Show field piece fashion, it turns out that Kosta and his interview subjects are talking about two very different things. 

The campaign launched on Thurs, 3/5 with The Daily Show pushing out the long-form video across its social handles. The :30 cutdown spot also aired in the linear premiere episode of The Daily Show that same night. Four :06 ads then ran across Snapchat and Instagram, each swiping up to the longform video. Lastly, a “Date Night”-themed video ran as a four-part story on The Daily Show’s Instagram handle for 24 hours.  

Results

Aside from an outpouring of overwhelmingly positive comments on The Daily Show’s social posts, we also saw positive metrics as well. On YouTube, the branded programing video organically had 253K video views, and 134K completed video views, delivering 10.3 % video view rate (Vs. ViacomCBS benchmark 3% - 15%). On Facebook, the social post gathered 1.2M impressions, 311K video views and 10K click engagements, delivering 25.61% video view rate (Vs. ViacomCBS benchmark 12% -20%). On Instagram, the in-feed post video and IG stories together had 3M impressions, 656K video views and 32K social engagements, delivering 23.19% click + view engagement rate (Vs. ViacomCBS benchmark 15.03% -24.22%). 

Media

Video for Cascade x The Daily Show

Produced by

Velocity, P&G Cascade

Links

Entry Credits