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

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Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

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Racial Justice

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Health & Wellness

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Grassroots

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Reddit

Snapchat

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Triller

Tumblr

Twitch

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Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

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Community Management

Community Management

Engagement Tools

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Television

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Self-Defined

Social Partnerships

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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

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Partnership Management

Photography

Production

Project Management

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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

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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

Lay’s & Endless Summer, Snapchat Partnership

Winner in Snapchat Partnership

Audience Honor in Snapchat Partnership

Objective

The potato chip has become increasingly commoditized, with the rise of Private Label, and the growth of several key competitors. Because of this, the number one problem to solve for Lay’s was brand distinction – while the brand was always top of mind during snacking occasions, consumers (especially younger consumers) were not clear on the unique product & functional benefits that make Lay’s distinct. As a way to combat this challenge of distinction, Lay’s sought to be more culturally relevant – to insert Lay’s back into the cultural conversation to gain reappraisal from younger consumers.

Strategy

While Lay’s is an iconic brand, they have struggled to maintain cultural relevance, especially amongst younger consumers. We know that the way this audience is consuming content is different than ever before, and we know that their attitudes towards brands are different than any other generation. It’s not enough to reach them through traditional advertising – with the rise of ad avoidant behavior on ad-free streaming platforms and services, we needed to be strategic about how we reached these consumers with Lay’s messaging. We knew we needed to reach them on the platforms where we know that they’re consuming media, in can’t-miss content, to keep Lay’s not only top of mind but make it relevant to what was happening in culture.

Insert Snapchat – THE platform for younger consumers that was transforming how this audience digested content; into bite-size stories on a platform designed for self-expression. As Snapchat was looking to increase time spent with users on the app, they rolled out their slate of original programming – shows around three-five minutes in length, built for the mobile generation. One of the most popular of these shows was “Endless” – a “Laguna Beach” style drama that followed the personal & professional lives of two up & coming influencers.

As “Endless” entered its third season, Lay’s found the perfect content to partner with to achieve that objective of driving cultural relevance. Lay’s not only had in-show integration into the show’s episodes but by partnering with one of the series’ stars, Dylan Jordan, they created custom branded commercials that ran throughout the season.

Results

Endless Summer Season 3 was a smash hit – reaching more than 73% of A13-24 who were on the app, and with 13MM unique viewers in March. It was also a success for Lay’s – driving +19 pts in ad awareness (1.7x above Snap benchmarks) and +11 pts in brand association (2.3x above Snap benchmarks). 65% of Snapchatters who were exposed to the custom branded content recalled seeing Lay’s advertising, proving that the brand was able to stay top of mind and relevant to consumers as they were watching the show.

Media

Video for Lay’s & Endless Summer, Snapchat Partnership

Produced by

OMD, Snapchat, PepsiCo

Entry Credits