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

Klarna is Swedish for Smooother Social

Winner in Financial Services

Audience Honor in Financial Services

Entered in Multi-Platform Campaign, Branded Content

Objective

Buy now, pay later apps entered 2020 growing in popularity as the field becomes increasingly crowded. Klarna, one of Europe’s leaders, planned to jump into the US market with a major integrated launch campaign. Klarna’s European customers highly rank its superior bundle of features, but Klarna was starting in the US with zero brand recognition. And Klarna faced the default of advertising skepticism among Millennial and Gen Z shoppers.

The pandemic changed everything: disrupting retail behaviors, driving an enormous surge in online shopping, reordering entertainment and media consumption. Klarna revised its June launch campaign by emphasizing digital activation within an integrated advertising/marketing campaign led by disruptively quirky videos meant to build awareness with their “Modern Shopper” target.  A supporting social campaign was intended to extend these efforts and pull users further into the Klarna fold using social-first creative and influencer partnerships.

Social listening identified consumer confusion and misunderstanding of what exactly was Klarna, and whether its features were relevant and useful. This complicated product needed trusted guides to explain, demonstrate, and build informed consideration.  Younger shoppers have become highly skeptical of typical influencer campaigns, which are often seen as commercially templated, preachy, inauthentic, and played out.  Klarna’s partnership with carefully targeted influencers elevated these trusted voices to amplify Klarna’s message.  Our goal: make these stars true creative partners and break the mold of traditional influencer content to create something irreverent, honest and bold.

Strategy

Klarna was an unfamiliar and more complex product that combined credit, shopping, price comparisons, payment options, and wish list curation. Consumers were confused and unsure of its utility.  To meet the need for greater understanding and better informed consideration, Klarna needed new original content beyond the national awareness campaign.  We went beyond the initial brief – pitched and created an episodic edutainment series “What’s The Catch? This unleashed four influencers in a creative partnership that brought their true personalities, wit, and charm to this original content series.

Four influencers, each with their own unique scripts, sets and strategic Reasons to Believe messages were heavily supported by active community management.  This four part message/messenger trial leveraged rigorous use of our content management model “finding right through real time trials” (conceive/test/iterate/expand on success). Several different creative approaches were conceived as likely to motivate consideration, then these were tested through social engagement and response tracking. Messages were refined and the most engaging amplified for new creative.

“What’s the Catch?” quickly became Klarna’s most engaged content, far outperforming the social engagement from the national campaign, which had 80X more initial media impressions. A breakout influencer emerged during these trials. Community management identified and elevated his most impactful content and curated greater engagement. Active moderation successfully extended this influencer’s voice. A bigger opportunity for Klarna was identified.

Given the success of “What’s the Catch?” summer content series, a social-led, much larger storytelling campaign extended this concept to a major Klarna holiday campaign. These summer trials proved that building brand trust through entertaining explainers created significantly greater engagement and active consideration.

“Whats the Catch: A Holiday Tale” was born, a new series of Klarna edutainment content that pushed creativity and collaboration to smooother heights. This holiday campaign scaled up on insights that drove the “What’s The Catch?” series to overperform, partnered with the most successful influencer paired with the high quality scripting and design elements, and expanded into promotable 60s and 15s clips. Klarna also redirected spending to a significantly larger production budget, and added a supporting media buy across digital and streaming platforms.

Results

“What’s the Catch?” earned overwhelmingly positive comments, as well as superior metrics (Impressions, Views, View Rate, New Followers, Engagement Rate, Reach, CPM, CPV). Fans rushed to the comment sections to profess love for both the stars of the campaign and the spots themselves. Lines were quoted, fans asked about the Klarna app, and many took the time to announce they had officially been converted to Klarna users.

A Holiday Tale” produced four full stories (yielding +100 assets). These stories translated to the top 4 posts on Klarna social channels for the entire year, surpassing all other content created by agency partners.

Social became the lead holiday marketing partner: Making a larger commitment to a single influencer, combined with longer lead times made it possible to scale up the production values, creating content with greater visual punch and a stronger brand message that stopped the scroll on social feeds. Long lead planning allowed bundling more than 100 video pieces into one extended shoot for great efficiencies. Gaining a large variety of assets sustained the social campaign over several weeks without diminishing engagement.

A winning brand voice for Klarna’s social feeds. Community management continued to be a key component in the success of “A Holiday Tale”. These trusted social relationships create opportunities for expanded brand conversations using a carefully crafted and honed brand tone of voice. Leveraging trust, community managers were able to turn even initial negative commentators into app downloaders, giving audiences more reasons to engage with Klarna.

Media

Video for Klarna is Swedish for Smooother Social

Produced by

Movement Strategy, Klarna

Link