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

GoPro Hero 9 Announcement

Entered in YouTube Partnership, Multi-Platform Campaign, Long Form Video

Objective

When renowned action-photography brand GoPro gave Adorama the inside scoop on its soon-to-be-released Hero 9 camera, Adorama knew it had to think outside of the box with its announcement strategy. The Hero 9 promised all the features the action-photography community had been pining for, and Adorama knew the photography world couldn’t wait to get their hands on this one. The brand wanted to position itself as the go-to retailer for interested Hero 9 buyers.

A first-of-its-kind action-photography camera like this deserves more than a simple blog announcement, and Adorama knew that. The brand went way beyond the box in thinking for this one, with an announcement video that featured a hands-on review with major travel and action photographer and influencer Tom Jauncey, who dressed and acted like an even bigger action influencer—and, fittingly for the Hero 9, hero—Spiderman. Adorama,” Spiderman,” and the Hero 9 hit the streets of Gotham City to push this camera (and Jauncey) to the limits. 

Strategy

Jauncey pushed this Hero 9 as far as possible in his hands-on review video, showing the coveted features such as first-person view (FPV) and point-of-view (POV) footage while attempting Spiderman’s popular feats, such as running through Times Square and hurdling over barricades. The team also tested different add-on features, including flying it on a drone while showing Jauncey, dressed as Spiderman, on top of buildings and running atop train cars.

This video, which netted nearly 720,000 YouTube views, was one of Adorama’s top-performing films of 2020, and it’s largely due to the creative thinking and subject diversity. Instead of a simple hands-on Hero 9 review, Adorama hired influencer and photographer Tom Jauncey (317,000 IG followers), co-founder of hit Instagram account Beautiful Destinations (14.7 million IG followers) to give his perspective. 

And, instead of simply hiring an influencer for their clout and calling it a day, Adorama went above and beyond—literally—with a hero-themed shoot to not just inform, but entertain, its community, while showcasing how this Hero 9 lived up to the hype. And, let’s be honest: If it’s good enough for Spiderman, Adorama knew it’d be good enough for its community. 

Results

Adorama knew Tom Jauncey was the perfect influencer for this campaign, and they couldn’t have been more right. The film has over 720,000 views and 3,000 thumbs up on YouTube. And, Jauncey shared the film on both his channel (2,111 subscribers, 20,838 Hero 9 video views) and on the popular Beautiful Destinations channel (368,000 subscribers, 106,459 Hero 9 video views). Collectively, that’s nearly 850,000 views! Even better? The creative video was authentic enough to be well received by Jauncey’s audience, where commenters raved about the quality, creativeness, and—equally important—interest in the new GoPro Hero 9.

Media

Video for GoPro Hero 9 Announcement

Produced by

Adorama

Links

Entry Credits