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

Cynosure Consumer Project

Finalist in Media Buying Strategy-Large

Audience Honor in Media Buying Strategy-Large

Objective

We partnered with Cynosure to provide comprehensive media, creative, and analytics services to support the consumer launch of their product; Potenza™. Potenza is a radiofrequency microneedling system that provides customized treatments based on consumers’ specific skincare needs. Our objectives fell into a full tactical funnel of:

  1. Building initial brand awareness among consumers

  2. Educating new consumers

  3. Providing in-depth education for interested consumers

  4. Helping consumers find a provider 

The tactical media strategy was based on these objectives and accompanying KPIs were set for measurement.

Strategy

Creative was custom built in-house and delivered across a dynamic range of media tactics to drive awareness and consideration of Potenza’s offerings through engaging and striking creative digital assets. The campaign was optimized between upper funnel (awareness) and lower funnel (lead generation) tactics across search, social, endemic sites, and programmatic.

Creative:

Using insights from initial research and built on the full-funnel campaign structure, we created over 60 custom campaign content assets designed specifically for each platform, objective, and target audience. By using real, authentic models, we built consumer trust and reliability. Messaging highlighted product benefits in direct correlation with consumer’s pain points. Visuals captivated consumers with premium graphics layered with bold blocks of teals, dynamic motion, strong negative space compositions, and sensory imagery that evoked skin’s smoothness. We used scientific data to back up our claims and give consumers a reason to believe the results.

Upper-funnel tactics:

Sponsored content featuring lifestyle commentary and doctor testimonials advocating for the efficacy of Potenza was run on Meredith properties, including InStyle, RealSimple, and Health, as well as New Beauty. Also on New Beauty, a leading media authority on consumer aesthetic treatment options, we sponsored its anti-aging channel with high-impact display assets and 100% SOV.

We also leveraged programmatic partners to activate across streaming audio, homepage takeovers, interactive rich media, native, and display to reach potential customers and drive initial awareness.

Lower to mid- funnel tactics:

Facebook and Instagram were used to take potential consumers from general awareness to conversion, initially driving to the site, then to fill out a form to find a provider location, and finally to fill out a form for a doctor consultation or an availability form if the product was not available in their area. Google search ads were used to capture lower funnel consumers who may be more prepared to take action. Using branded, unbranded, and competitor keywords, expanded text ads were served to consumers looking for Potenza and microneedling treatment options. 

 

Results

Media

Produced by

Helen & Gertrude, Cynosure

Links