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

HBO Insecure S4 - InsecuriTEA Podcast

Finalist in Podcast Mini Series

Objective

When HBO greenlit an adaptation of Issa Rae’s innovative web series, Awkward Black Girl, in 2016 -- taking it from YouTube to premium network television -- the network decided to utilize an equally-innovative promotional campaign to market the show. Leveraging podcasting trailblazers Francheska Medina of the wildly successful HeyFranHey and TheFriendZone podcasts, and Crissle West from the award-winning The Read podcast, HBO designed a podcast to take viewers through the latest episode of HBO's Insecure with a dynamic dissection, known as “InsecuriTEA.” Four seasons and three million listeners later, the InsecuriTEA Podcast has evolved alongside its Emmy-Nominated subject, HBO Insecure -- growing into a strong community of its own. 

Following a successful pre-premiere/launch campaign, HBO continued generating excitement around Insecure for the remainder of the first-ever 10-episode season, featuring weekly episodes of the InsecuriTEA Podcast. The goal of the podcast was to extend the conversation, themes and tropes surrounding Season 4 of Insecure into the cultural zeitgeist keeping fans engaged.

Strategy

For season 4 of Insecure, the objective of the InsecuriTEA podcast was to build on the highly-engaged community and act as an omnipresent touchpoint for fans to stay connected in the world of Insecure - Crissle and Fran did just that by diving deep into the characters emotions and motivations, further enhancing the parallels between the show storylines and everyday experiences that listeners can identify with, all whilst maintaining their comedic tone that the audience loves. 

To meet the demands of fans and keep them engaged, the InsecuriTEA podcast episodes released earlier for Season 4 (directly after each episode concluded), increasing availability via the HBO apps, in addition to regular amplification through distribution partner Loudspeakers Network. 

To increase engagement throughout the season, weekly digital assets were created to promote each podcast episode and each written HBO recap by Luvvie Ajayi Jones. Assets were shared via talent handles (Crissle, Fran and Luvvie) and the official @insecureHBO handles. Fans were also ecstatic to live tweet with Crissle and Fran every Sunday -- sharing in laughs, hot takes and colorful commentary -- leading into the weekly episode, as well as after the show. 

Results

This season also brought huge honors for HBO Insecure with the show receiving an Emmy nomination for Outstanding Comedy Series among others. The honors extended beyond the show, as the InsecuriTEA podcast reached over 3 million listeners across all podcast platforms and holding the #1 spot on Apple Podcast’s TV & Film charts for 10 weeks in a row (the entirety of season four). The HBO InsecuriTEA podcast finished with nearly one million listeners for the season and a total of 3.58 million plays in the history of InsecuriTEA on Soundcloud.   

Beyond metrics, the podcast continued its success in bringing the Insecure community together to become the cultural epicenter for conversations surrounding the show and it’s themes. Week after week, podcast hosts Crissle & Fran set Twitter ablaze by live tweeting before, during and after each episode, followed by the written episode recap on HBO.com. While the podcast is well-received and highly engaging during normal times, the podcast truly provided an escape and a welcomed form of entertainment as much of the country grappled with the harsh reality of the pandemic.

Media

Produced by

HBO (brand), Team Epiphany (agency), Loudspeakers Network (production company)

Link

Entry Credits