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

"Close Looking" Instagram Story Series

Finalist in Instagram Stories

Objective

During our Museum's period of on-and-off closure throughout the pandemic, our high level objective has been to maintain public engagement with our art colection. 

We quickly sought to reinvision our in-gallery guided close looking and sketching group lessons that our School and Family Programs department provides. These educational programs are a core tactic for executing our Mission to connect our visitors with local and global art in order to promote their knowledge and curiosity about the past, deepen their engagement with the art and ideas of today, and stimulate their creative agency in their own futures.

Our secondary objective was to grow engagement with our social channels and as measured by engagement rate and 1:1 feedback. 

 

Strategy

We took into consideration long-term engagement trends across digital, cultural trends seeded by the Pandemic, and platform-specific audience behavioral insights to align on a focused campaign housed exclusively on our Instagram Story. We had already invested in growing awareness for a Friday art making activity series hosted on IGTV and promoted on Instagram Stories, so decided to test alternating between the two activities weekly.

We felt that the Instagram Story platform included all of the key elements we needed to reach our audience where they were, with content they could easily understand. We gravitated toward its native storytelling capabilities where bite-size factoids would be welcomed naturally alongside images, as well as its low-lift method for our viewers to engage with the content via the question feature. 

The series is titled "Close Looking," which is easily understandable by all. The stories are 6-11 slides total and focus on a single object from our Collection. Some slides provide historical context, some prompt viewers to share thoughts about what they're viewing, and a final slide encourages sketcing based on the artwork. All tacticts within the Story aim to drive deeper engagement with the material in a way that's accessible and understandable to all who see it.

Results

With three Close Lookings under our belt, the series has outperformed any other Instagram Story series by a large margin, using question sticker reply numbers as well as anecdotal feedback as our metrics of success.

Our benchmark for Instagram Story Direct Message responses is 1-2 DMs, and when a question sticker is used it typically receives around 5 responses. Our Close Looking Stories see an average of 3-4 DMs and 20 responses per question. While we do not consider Story Impressions to be a KPI, reach and impressions were in-line with our average. 

Anecdotal feedback provided both externally via DM and through other public feedback channels, as well as feedback internally from our Leadership Team, has been highly encouraging.

We feel that through metrics both quantitative and qualitative, our Close Looking Instagram Series is delivering our goal of continuing to engage the public with our art collection while our Museum is closed. 

Produced by

Fine Arts Museums of San Francisco

Link

Entry Credits