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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

USATF #OnThisDay

Entered in Storytelling

Objective

USATF Communications addressed the challenge of cancelled sporting events by amplifying our existing #OnThisDay in USATF History series on social media, repurposing historical content to educate and engage followers on the anniversary of it’s occurrence. 

Goals: 

Objectives:

Strategy

Our strategy was to transform events that occurred prior to social media, and in many cases before the internet age, into content that can be viewed in the digital space. We used historical databases and imagery not available to the public to create unique content that put our followers in a different place and time in sports history. For some content, we scanned 35mm film slides.  

Results

We created 319 total posts in 2020 across Instagram (117), Twitter (115), Facebook (85) and LinkedIn (2). Average posting cadence was 2x per week on Instagram and Twitter, and once per week on Facebook.

The campaign garnered 15.8+ million impressions and 890k+ engagements. Top performing posts from the campaign averaged between 14x and 31x better than our typical content.

Top performing posts also tapped into current conversations on social issues throughout the year:

Media

Produced by

USA Track & Field

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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