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

Choose Your Alternate F’reality (#FrealAF)

Entered in Food & Beverage, Integrated Campaign, Multi-Platform Campaign

Objective

Our challenge was to increase brand awareness, highlight a new packaging refresh and new, healthier options (smoothies and protein shakes) to the market, by attracting new consumers and converting current consumers into super fans. We looked to c-stores to fuel growth in by developing a campaign that was as unique as its target audience— Gen Z. 

Strategy

To engage f’real’s Gen Z consumer audience, we developed an emotionally resonant campaign which brought to life a chill blend-it-yourself Alternate F’reality. 

In order to generate buzz and excitement we kicked the campaign off with the #FrealAF TikTok challenge, which encouraged users to show off their own unique Alternate F’realities. We then hosted a multiplatform live event on Instagram and TikTok which featured drop-ins from popular Gen Z social stars who contributed a variety of content from live performances, to taste testings and dance tutorials. Throughout the challenge and event consumers were entered to win exclusive giveaways, campaign merchandise and a grand prize.  

Additionally, to meet Gen Z consumers where they are, their mobile devices, we developed a first-of-its kind 360° virtual reality experience which opened a portal to the #FrealAF world, where users could customize their flavors and thicknesses.

Following the live event and portal opening we positioned f’real as an innovator within the C-Store space garnering earned media coverage within trade and marketing publications. The campaign creative continues to additionally be leveraged in-stores, on digital, social and f’real owned channels.

Results

In 1 month we acheived the following results:

Media

Video for Choose Your Alternate F’reality (#FrealAF)

Produced by

Demonstrate, F'real Foods LLC

Link

Entry Credits