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

#InItTogether

Silver Distinction in Family & Parenting

Entered in Branded Content

Objective

In spring 2020, as the U.S. first began to face the challenges of living with coronavirus, Johnson’s® identified the importance of elevating its role of serving the critical needs of new and expecting parents. Pregnancy during a pandemic presents new stressors to moms, dads, and babies— so the brand aimed to create a new COVID resource of trusted information that would help new and expectant mothers (and their partners) feel safer during these alarming times. 

The goal was to create authentic, helpful content for new parents while placing Johnson’s® and their products at the center of the reassuring advice and conversations. With titles like “What to pack for the hospital during a pandemic” and “How to support parents-to-be and new parents in the age of COVID-19,” the campaign aimed to drive engagement and intrigue with #InItTogether custom content.

On a macro level, the objective behind #InItTogether was to provide new and expectant mothers with trusted, practical, and useful advice to reduce her stress and anxiety when she needed it most. 

Strategy

#InItTogether targeted a core demographic of women who are expecting or have recently given birth. It was important that the content was inclusive to a multicultural audience, so a premium was placed on casting moms of different backgrounds and geographies--and we explicitly targeted Latinas with Spanish language content.

The speed at which the pandemic has spread and its effects on daily life have led to a deep sense of confusion and anxiety in families. Anxiety among new parents has risen to 72% since the pandemic, vs. 29% previously, which was enhanced by the lack of information available. 

We knew that we would need to act quickly to meet the needs and wellbeing of new parents. Therefore, the first content launched in just 5 weeks, rolling out in early May, offering helpful, reassuring resources to uneasy moms and moms-to-be during the peak of the first wave of the pandemic. The content needed to be both helpful material that anxious new parents could trust, and authentic to their unprecedented human experience.

Rather than creating vague ‘inspirational’ content, our goal was to generate content with actual value to moms and expectant mothers that could help reduce their stress levels by empowering them with information they would actually use. Our greatest challenge was ensuring that the content platform wasn’t perceived just as a large-scale advertisement for Johnson’s, but a real resource that families could use for navigating this difficult time.

This high level of authority was backed by the inclusion of motherhood and family experts, with Q&A’s and other resources from OB-GYNs, healthcare workers, and real mothers who had given birth during the pandemic. We drew on the expertise of the full range of the people that mothers and expectant mothers rely on most through challenging and exciting periods, such as giving birth and raising families. We also included plenty of content from the source that mothers trust the most— other mothers, who have gone through experiences that expectant mothers harbor anxiety about, to help alleviate their concerns.

Example articles and videos included:

This custom-built destination and all of the content pieces within were supported by strategic social promotion, aimed at Johnson’s target audience. We drove site traffic through previews of our article and video content primarily through Facebook. We also utilized impactful quotes from the healthcare workers and moms that were interviewed for our campaign, pushing these quotes out across Facebook and Instagram to pique interest in each person’s unique experience and further drive traffic to the site.

All of these resources were designed to reduce the many questions and unknowns facing mothers and expectant mothers during the pandemic. Based on our results, we believe that we were successful. 

Results

#InItTogether was a massive success, far exceeding expectations.

The content hub effectively drew in the target audience of new and expecting mothers, surpassing the set benchmark by 288%. Individual content pieces reached lifts at a minimum of 100%.

Content designed to reach Hispanic parents was also effective with an 83% lift over the benchmark.

Our social results were remarkable, achieving on average a +78% Click Through Rate lift for our posts, with a peak lift of +189% compared to publisher benchmark. Meanwhile, our native Social Bytes content achieved an average Engagement Rate lift of +133%, reaching a peak figure of +321% over publisher benchmark.

In a Nielsen branded content study, the campaign proved to have positively impacted key brand metrics. The #InItTogether content generated a significant increase in familiarity (+6 percentage pts.), affinity (+6.), purchase intent (+8), recommendation intent (+7.) and “meets needs” (+5) for Johnson’s® products. Additionally, the custom content positively impacted brand perceptions for products “meeting the highest standards of safety” and “are developed based on superior science”.

Most importantly, we positively impacted our audience’s lives. #InItTogether proved to positively associate Johnson’s® with the following statements:  

·      +18% lift in “reducing anxiety and understanding consumers’ concerns” 

·      +13% increase in “helping pregnant moms to feel less stress about the outbreak” 

·      +12% increase in “helping pregnant moms enjoy their pregnancy fully, even during the outbreak” 

#InItTogether positively impacted consumer perceptions of Johnson’s® and reinforced its role as a trusted brand that parents can always count on.

 

Media

Video for #InItTogether

Produced by

Foundry @ Meredith, J3, Venture Visuals, Johnson’s®

Links

Entry Credits