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

New Year’s Read - 2021 DM guidance from Truth Teller Cardi B

Winner in Chatbots

Finalist in Instagram, Instagram Partnership

Entered in Technology

Objective

Messenger and Instagram recently combined forces to make the biggest change to DMs ever, full of new tools to help our users have longer, more meaningful chats with their friends.

And with 2020 making us feel more disconnected than ever, we knew we needed to get the word out in a huge way, during the biggest messaging day of the year.

On New Year’s Eve 2020, we connected our audience to the woman who got them through this year with wise words, real talk, and the raw, unfiltered TRUTH: Cardi B.

We asked Cardi to step up to the mantle of Supreme Truth Teller and give 2021 New Year’s Reads: inspirational guidance via the new DMs, to show off the deep and meaningfuls they make possible. 

Through the magic of a dynamic Cardibot, fans could message Cardi directly for mystical truths and words of wisdom for the year ahead. The chats were inspired by hundreds of historic Cardi quotes and featured dynamic custom content that would inspire friends to share and start positive conversations about the year ahead.

Strategy

We kicked off the campaign with four teaser films — all housed on @CardiBTruthTeller — that got people talking and drove folks to the account. The memorable films were directed by Patrick Daughters and depicted Cardi B as a cosmic oracle, seeing the future from her planet. We made sure the films were relevant to our audience by hitting on issues that they cared about (making 2021 better than 2020, manifesting a positive destiny) with cultural nods and visual references that they’d understand.

Before we turned on media spend, the videos racked up almost 10 million video views on organic social channels and tons of comments. And, immediately we saw tens of thousands of account follows and chat requests a day.

And after all that fanfare, we knew we needed to make the Cardibot anything but basic. We created custom Tarot Cards inspired by Cardi B with themes like The Drip, The Unbothered, and the Hatatata that our users shared with friends, including gorgeous cosmic stickers and unique chat themes which were designed especially for the bot.

Results

Our goal was to make a splash with this campaign and get people talking during a crowded time for messaging, and this campaign did just that. Each of the posts drew tons of engagement with comments, shares, and retweets from fans and celebs alike, with some NSF-the-Shortys tweets going viral.

We nabbed extensive organic press on sites our target audience actually care about (Dazed Digital, Complex, HYPEBAE, Billboard, and many others) with overall impressions totaling over 100M.

Media

Video for New Year’s Read - 2021 DM guidance from Truth Teller Cardi B

Produced by

Instagram, Messenger & Creative X

Links

Entry Credits