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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Health & Wellness

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Grassroots

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

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Triller

Tumblr

Twitch

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Multi-Platform

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Emerging Platform

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Community Management

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

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Self-Defined

Team

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Legal Team

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Production Team

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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

Chipotle Together

Winner in Online Event/Activation

Entered in Multi-Platform Campaign, Real Time Response

Objective

Before March 2020, approximately 20% of Chipotle’s sales were digital. But with a global pandemic shutting down in-restaurant dining rooms across the country, we knew that had to change, fast. So we took to social to get the word out about online ordering and delivery.

Strategy

Within 48 hours of lockdown, Chipotle had devised a plan. Go live with a band performance, celebrity cameo, or influencer-led event every day at lunchtime to create a sense of community. Using Zoom and Instagram Live, we quickly turned Chipotle Together into a platform for artists and influencers. We held concerts with musical acts like Kaskade, Diplo, and Luke Bryan, streamed workout tutorials with sports stars like Rob Gronkowski, and even hosted a mindful meditation with Whole30 founder Melissa Urban. Over the course of three months, Chipotle Together became a platform for artists and VIPs to talk about Chipotle delivery, give free burritos away to their fans, and provide people with a way to connect over lunch in an extremely uncertain time. Turns out what our fans needed to escape the quarantine was Chipotle, together.

Results

Overall, the top Chipotle Together events captured as many as 80,000 live viewers who stayed to watch over four hours of live content. Chipotle also gave away close to 50,000 free burritos over the course of the series. The campaign ultimately earned over 75 million potential social impressions and garnered more than 670 million media impressions, including 137 editorial articles in publications like Forbes, Adweek, AdAge, Yahoo! Lifestyle, Variety, Billboard and Delish. Most importantly, the activation helped drive a 216% year-over-year increase in digital sales for the quarter, turning Chipotle delivery into a go-to for many customers in the months of lockdowns that followed. As of Q4 2020 earnings, digital sales account for almost 50% of Chipotle’s total sales.

Media

Video for Chipotle Together

Produced by

Day One Agency, RQ Agency, Burson Cohn & Wolfe, Chipotle Mexican Grill

Entry Credits