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

Dorchester Collection - 2020 presence

Finalist in Hospitality

Objective

The Covid-19 pandemic, throughout 2020, impacted not just our employees, guests and friends but also frontline healthcare workers in London, Paris, Rome, Milan and California.

The world of digital and social media enabled us to stay in contact with guests though social media content, aspirational messages and show solidarity with key workers. Our hotels also reinforced their position in their local communities; they are an integral part of the local neighbourhood’s heritage and the cornerstone of communal activity.

Strategy

The strategy was implemented on both the Dorchester Collection’s corporate channels on Twitter, Facebook and Instagram, as well as across the nine hotels’ individual social media channels. The idea was to adopt a unified approach to the struggles of the pandemic, but equally allowing each hotel team to imprint their own identity into the various campaign activities.

We placed a specific focus on elevating the campaign on Instagram, particularly by leveraging Stories. Working with each individual hotel, we launched:

In the US, the Beverly Hills Hotel displayed a similar projection of their own, replacing their iconic ‘Beverly Hills Hotel’ sign for the first time in over 70 years to pay tribute to healthcare workers and write them into the hotel’s legendary history. The new sign, which read “Thank You Health Heroes”, was viewed by millions of people on social media and generated global media attention.

The strategy was implemented on both the Dorchester Collection’s corporate channels on Twitter, Facebook and Instagram, as well as across the nine hotels’ individual social media channels. The idea was to adopt a unified approach to the struggles of the pandemic, but equally allowing each hotel team to imprint their own identity into the various campaign activities.

Results

Both the physical and digital aspects of our campaign translated into significant success across the Dorchester Collection social media channels. In total, the campaign generated:

We saw particular success on Instagram, where our use of Stories resulted in significant uplift in engagement and channel activity, including:

Beyond the above social media metrics, our physical campaigns in the form of hotel façade projects generated global media attention, including coverage by Departures Magazine, Conde Nast Traveller, Yahoo! News and The Hollywood Reporter. On social media, the campaign was organically promoted by Hollywood legend, Russell Crowe.

 

Media

Produced by

Dorchester Collection

Link