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

Complex

Finalist in Instagram Presence

Objective

Complex Networks champions the people, brands and new trends you need to know now (and will obsess over next), and builds consumer universes around them. It is what a modern entertainment company looks like and what others have followed since 2002. 

As a brand born out of young people’s search for identity through pop culture genres—music, sneakers, film and television, sports, fashion, and food—Complex’s objective on social media is to be at the forefront of what’s next in culture, lead the conversations surrounding it, and drive its audience’s passions within it.

The overall goal of Complex’s Instagram is to be a one-stop shop for everything fans need to stay abreast of what’s happening in culture, in real time. Several events in 2020 challenged Complex to pivot its social strategy and strengthen its role as an agent of change, including the pandemic, increased activism and social movements, and a pivotal election season. Complex’s goal then shifted to using its influential platform to serve as a go-to destination for the times, through elevating important issues, sharing facts and information, and championing the voices fueling our culture.

To achieve this, Complex thoughtfully diversified the content posted across its social platforms. This included creating social cuts of long-form video, developing infographics of easily digestible content and resources, sharing feel-good videos, and updating its audience with breaking news that was timely and straight to the point.

Strategy

In 2020, Complex evolved into a social newsroom like never before, all while maintaining an authentic voice and delivering quality content to its audience in a relatable way.

Complex pivoted its video programming strategy in the early days of the pandemic and developed a slate of remote social series. Complex launched its first-ever Instagram Live series, “House Calls,” which featured health and wellness experts sharing facts, accessible resources and tips for navigating the pandemic. Complex also debuted two IGTV series that gave viewers an inside look at how their favorite celebrities and personalities spent their time in quarantine.

In the midst of heaviness and uncertainty in the world, Complex highlighted heartwarming and feel-good content to permeate its audience’s feeds. Through its extended reach and network, Complex connected long-lost friends, opened doors and visibility for talented, everyday people, and provided a respite online during unprecedented times.

Complex Networks introduced a company-wide youth voting platform, “Pull Up and Vote,” to educate and motivate millennial, Gen Z and BIPOC audiences to vote in the most consequential presidential election of their lifetimes. Driven by Complex’s social team, the brand dedicated a large section of its social feeds to educating voters of their rights, informing them of important dates and deadlines, shedding light on key issues from a non-partisan perspective, and emphasizing the gravity of showing up (“pulling up”) to the polls.

Maintaining the momentum through early November, covering the highs and lows of the election and its results, Complex shared its best-performing post of all time—a custom graphic declaring President Joe Biden’s historic win—which garnered an astounding interaction rate of 22.35%. Shortly after, Complex shared an interview on IGTV with President Barack Obama, just one of many wins for the company in 2020. 

While this robust strategy allowed Complex to lean into its position as a leader in the media landscape, it was important for the brand to maintain its commitment to keeping its audience up to date on the newest sneaker drops, elevating new artists and music, igniting Michael Jordan vs. LeBron James debates, and continuing to do it for the culture.

Results

Complex’s trust and commitment to its goals led the brand to a record-breaking year on Instagram, resulting in the most engaged months and posts it’s ever seen. By implementing a new and diversified strategy, catered to its audience’s needs, Complex grew its Instagram following by 43% in 2020, acquiring 2.15 million new followers throughout the year. As a result:

Most importantly, Complex used its one-stop shop platform, along with its loyal and highly-engaged social community, to create and invoke sustainable change that transcends even the most impressive of metrics.

Media

Produced by

Complex Networks

Link

Entry Credits