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

Comedy Central Social

Finalist in Entertainment

Objective

As always, Comedy Central Digital’s goal in 2020 was to maximize video views and watch time by publishing super funny and shareable content. When the pandemic hit in March, we remained focused on the creation of a variety of video content that would hit those goals, as well as satisfy company-wide initiatives and any confirmed and potential sponsorships. Additionally, a goal of ours in 2020 was to make diversity and inclusion both an immediate and long-term priority. We focused on spotlighting diverse voices and stories in the archive/show content we published as well as in new original videos we created.

Strategy

Unprecedented times call for unprecedented comedy and this year Comedy Central answered the call, from The Daily Show being the first late night show to pivot into remote production on and offline to making the most of our vast library to keep stand-up in the feeds and brains of our fans in a year starving for live comedy. Across platforms, we also helped to promote safety guidelines at the height of the pandemic with #AloneTogether and pushed fans to get out and vote with our Vote Naked campaign. As a result, our accounts grew on every platform: From Instagram, where we experimented with Stories, IGTV and Reels, to TikTok, where follower numbers doubled and then tripled over 2020, to YouTube, where we repurposes our archive content into compilations and livestreams and reached 10 million followers by the end of the year. Through it all we made content that was scroll-stopping, relatable, culturally relevant, and, above all, funny.

Results

Comedy Central’s 2020 social performance exceeded our goals and showed strong YOY growth despite all the challenges the year brought. Our content brought in over 9.3 billion video views, over 20 billion watch time minutes, and over 285 million engagements (the most of any entertainment cable network*). Our social creative team pivoted quickly and effectively in response to the pandemic, producing over 150 pieces of original video content since March, most of it shot remotely from home. Several brand new, original series were created entirely from scratch, including My Beautiful Bunker, Stir Crazy with Josh Horowitz, Confinement Confessions, and more. For those original series, we worked with diverse talent ranging from A-list celebrities like Keegan Michael-Key and Alexandra Daddario to popular digital creators like Adam Waheed and Quenlin Blackwell.
The Daily Show had a particularly strong year on digital, earning 4.2 billion views (the most of any late-night show*), 200M engagements (the most in the TV universe*), and 11M new followers (also the most in the TV universe*). Clips from the remotely-shot “Daily Social Distancing Show” have earned tens of millions of views across platforms, while timely content and jokes about current events continue to go mega-viral.
*Source: ListenFirst

Media

Produced by

Comedy Central Digital

Links