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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Coca-Cola: #WorldKindnessDay Toast

Entered in Call to Action

Objective

On November 13, ten days after the election, we wanted to provide a little bright spot in peoples’ days. Because after 11 months of 2020 we all needed a little bit of kindness.

Strategy

In contrast to one of our country’s most socially divided years yet, Coca-Cola set out to make the internet a kinder inclusive space to scroll, even if only for a day. So on World Kindness Day, November 13, on the heels of a heated cultural movement for social justice and a highly divisive presidential election, Coca-Cola asked Twitter, “Who could use a little kindness rn?” Because while some brands might roast, Coca-Cola toasts.

As responses to the thread poured in, our community managers wrote bespoke compliments, unique to each individual (or brand). We delighted fans, shared a few smiles and reminded everyone that kindness can still bring the world together.

Results

In the end, we created the world’s longest toast thread by complimenting engaged fans with text-only tweets. The simple call to action became our most engaging organic content of 2020 among consumers and brands alike. And everyone had at least a momentary escape and a little dose of kindness.

Media: $0

Impressions: 1,713,528

Engagements: 38,280 Brand replies generated more than one-quarter of a million impressions and 4.5k earned engagements.

Sentiment: Positive sentiment was 155% higher than the average content.

The Toasts: 419 people each with a unique toast. 140+ brands/companies helping spread positivity.

Media

Produced by

Havas Atlanta, Moxie, Social Center, Coca-Cola Trademark (The Coca-Cola Company)

Link

Entry Credits

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