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

Clueless 25th Anniversary

Finalist in Micro-Influencer Strategy

Objective

Paramount’s smart, charming and hilarious cult-classic film, Clueless, celebrated its 25th anniversary in July 2020. Featuring a new assortment of Clueless apparel and an anniversary edition blu-ray, we activated 8 micro-influencers to come up with their best looks inspired by the iconic fashion of the movie. Despite having to shift our anniversary efforts away from in-person activations due to the global pandemic, we were TOTALLY BUGGIN’ over the content produced by the amazing creators, tapping into their millennial audiences who would equally celebrate such a milestone event. Our goal was to drive sales and awareness of the Clueless CP assortment on Amazon inclusive of apparel and books, headlined by the Clueless 25th Anniversary Limited Edition SteelBook blu-ray.

Strategy

Aware that Clueless has been such a time capsule to the millennial audience in terms of style and pop culture, we prompted influencers to show us their best ensemble and why Clueless has been such a beloved film to them. This celebration of style and fashion coincided with the interview with Mona May, the wardrobe designer of the film, who reflected on the anniversary by talking to Vogue about the iconic fashion she created.

Due to the various shelter-in-place ordinances across the country, we found home entertainment and comfortable apparel highly in demand. We wanted to encourage consumers to celebrate the anniversary with another binge watch of the classic, all while in the comfort and safety of their homes.

Content from the diverse group of female influencers were leveraged onsite within the Clueless brand store on Amazon as shoppable images, where priority products were directly linked in the assets for a seamless add-to-cart experience. Influencer content rotated through the brand store the entire week leading up to the anniversary and official release of the Clueless Limited Edition SteelBook. Influencer social assets were leveraged on the official Clueless Instagram, with swipe-ups to shop in Instagram stories driving to the Clueless brand store on Amazon. Offsite support was supplemented with Amazon paid search, capturing customers that had organically migrated to the ecommerce site, having been exposed to the anniversary noise and content.

Results

During the anniversary campaign window, the Clueless brand store on Amazon saw a 71.8% lift in sales vs. week prior, and 85.5% lift in traffic vs. week prior. We saw a 441% return on ad spend in our paid search sales, with a total of 372.7K impressions. The Influencer social campaign garnered a potential reach of 698K, with over 27K engagements and 42.8K+ views!

Media

Produced by

ViacomCBS Consumer Products

Links