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

2020 MTV EMA

Silver Distinction in Mobile Campaign

Objective

The MTV EMA is the premiere award show for global music – engaging fans from around the world, across genres and cultures. The MTV EMA brings music fans a unique, multi-platform experience across MTV’s global network in nearly 180 countries and 413 million homes throughout the world.

We are always looking for ways to innovate and bring fans into the award show experience. This year in particular, we had to adapt and reinvent our MTV EMA celebration of global music as a result of COVID-19. We brought the show to the artists and the artists to the world for a virtual event that was streamed globally.

To build buzz and excitement, we partnered with Instagram specifically looking to IG Reels to engage with our fans in a way that was never done before. The MTV EMAs became the first award show to have a Reels voted award, giving fans the power to vote for the Biggest Fans category in a new way.

A top priority throughout the campaign was to make our content relatable to as many countries as possible. It also had to meet our fans wherever they are – on every social platform, on our website, on television and on regional pages.

The goals for the EMA digital campaign were simple: drive as many views as possible and create engaging content that fans from all regions will watch, enjoy and interact with.

Strategy

The MTV EMA is a global show, airing live around the world in 180 countries. Creating content that is relevant and localized in dozens of languages makes producing a global awards show infinitely more complicated (let alone doing it remotely): localizing text/audio, featuring artists that are relevant around the world, supporting locally-nominated artists in specific countries, and ensuring that key announcements and content are deployed at the same time in every country, cohesively and strategically. We developed the right processes, strategy, and flawless execution to pull off another record-breaking year.

The digital campaign at the 2020 MTV EMA was focused on engaging global music fans on digital platforms and reaching them with digital video in the lead up to, during, and immediately after the show. We strategically used various platforms to engage fans wherever they view content and encouraged them to tune in to the main broadcast.

To ensure a truly global campaign, we built localization into the workflows for content on social platforms and the EMA website. We localized lead up and post EMA assets in over 30 different languages. This process ensured that fans of the local MTV social pages received exclusive EMA content that was catered specifically for the audience. Working with our regional partners, particularly our talent teams, we ensured that local artists were represented throughout the campaign. This included working with over 40 local influencers such as Hugo GlossMike Edwards and Melyssa Pinto, to speak directly to their audiences and engage with them in a way specific to their culture.

In an MTV EMA first, Johnny Orlando hosted the Best Local Act show exclusively on Facebook as a lead into the 2020 broadcast. The show spotlighted local artists representing 29 regions around the world with viewers from Buenos Aires to Ho Chi Minh City tuning in.

To harness fandoms and implement a 360-degree content strategy on Instagram Reels, we leveraged & utilized the platform in several ways. We created an Instagram Reels Biggest Fan challenge that engaged fans, amplified their creativity and ultimately gave them more voting freedom than ever before with the first-ever Reels voted award.

To sum up, our strategy was tiered intro three categories:

We created 900 unique assets with specific strategies and content for every social platform, including leveraging new features such as Instagram Reels. This enabled fans to engage on their social media platform of choice, helping drive significant growth year-over-year.

Results

The 2020 MTV EMA broke records across key categories, including total digital video views and influencer engagement, despite being all-virtual.

Media

Produced by

MTV International

Links

Entry Credits