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

E! News

Winner in Entertainment Apps

Audience Honor in Entertainment Apps

Objective

We looked at areas within the E! News app for opportunities of increased user engagement.  We felt like we super-served our audience for breaking news and daily entertainment reporting but wanted to broaden the exposure for other topics and categories to facilitate deeper usage, brand affinity, and to reinforce that the E! News app is the go-to source for celebrity and entertainment news. 

Traditionally, our users treat the home page of the app as their main discovery tool for articles, photo galleries and videos - so the objective was for us to create a centralized hub to make it easy for our audience to discover additional content that they might not otherwise be exposed to on a given news day - and therefore, circulate more engagement within the app.  This became known as ‘The Explore Page’.

Secondly, we looked to create a mechanism where our editorial staff can curate topics for special events that we cover throughout the year (like the Golden Globes, Grammys and the Oscars) as well as highlight trending content to give the app a continually relevant feel.  Finally, we wanted to create a space within the app where we could launch new features (like Search) that wouldn’t disrupt or impact the traditional user flow.  

Strategy

Based on user feedback, behavior and competitive analyses, we knew that we wanted one singular page to become a gateway for all the additional content, but at the same time - it needed to look curated and user-friendly.  We experimented with different layouts and, as most of our content is celebrity or entertainment-driven, and settled for larger, circular images for instant topical recognition. In contrast, the omnipresent buttons that link to our video and photo pages were treated like icons to distinguish them from any of the timelier topics that would update more frequently. 

In addition, we created a new ‘Trending’ page, powered by the Chartbeat API which aggregates all popular content and renders it into one contained view.  Real estate at the top of the page was set aside for the new Search functionality with careful spacing for additional icons as more features become available.  

We wanted the experience to feel like an evolution, and not a redefinition of the app - so careful consideration was made to remain consistent with colors and iconography.  We also performed several rounds of user testing to make sure that the updates were intuitive and rewarding.  As users adopted this version of the app, we ran re-acquisition campaigns that highlighted these new features as well as promoting in the iOS App Store copy, screen shots and Apple Search ads.  

Results

Both the Explore, Search feature and Trending Page has experienced steady growth since launch.  As designed, increased engagement coincided with large news stories throughout the year like the Death of Kobe Bryant and the BLM movement of the summer, as well for mainstays like the Kardashians and The Bachelor.   Topic hubs for the 2020 Emmys and People’s Choice Awards also saw higher lifts post-event than in previous versions of the app.  Search has also seen, steady, increased engagement as well.  

Media

Produced by

E! Entertainment

Link

Entry Credits