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

Pay It Forward LIVE

Winner in Live Streaming Video

Entered in Call to Action

Objective

As small businesses endured devastating losses due to COVID-19, Verizon wanted to find a way to help. A leader in small-business technology solutions and a brand deliberately built on connecting people, Verizon needed to mobilize quickly, authentically, compassionately and in a way that tapped into existing equities.

While many advertisers changed logos, Verizon wanted to raise funds for small businesses, but in a way that would spark a little joy in the hearts and minds of an overwrought nation.

Verizon had already donated $2.5MM to the Local Initiatives Support Corporation to support small businesses early on, but we wanted to pay it forward and go beyond a one-time donation. We had to figure out a way to embody that age-old expression so the buck didn’t just stop with Verizon’s donation, but continued with a trickle affect, where others could partake in acts of kindness and call attention to someone else and their small business.

And so Verizon became the FIRST brand to respond on a massive global scale with Pay It Forward Live, a weekly live streaming entertainment series, on March 26th, 2020, with none other than Dave Matthews -- generating 4.3MM views out of the gate!

Strategy

We had to act quickly and passionately, but without a big budget activation or existing platform to tap in to. Since no platform existed to address these needs, we created our own through the timeless outlet that has united people in times of distress - music - and through a more recent popular pastime – gaming.

We worked in lock step with partners, creative teams and Verizon integrated teams in a way we never have before. To strategically launch the Pay It Forward LIVE platform in just two days, we collectively ideated and made decisions in real-time across calls, texts, and emails in order to:

All of which would prove to be an incredible testament to our deep-rooted relationships with our clients, agencies and partners.

We then set forth to execute a mass awareness integrated plan across video, social, audio, and search, totaling roughly $3.7MM to jump start the series. While we did run into a few challenges along the way, whether it was a last-minute artist cancellation or a complete change in schedule for the week ahead, our close ties to our partners and our knee-deep collaboration across all integrated teams allowed us to pivot when necessary in a quick and efficient manner.

We had the biggest names in music, gaming, and sports – Alicia Keys, Billie Eilish, FaZe Clan, and Saquon Barkley, to name a few – grace the living room stage of homes across the country, sharing their favorite small businesses and encouraging fans to support their own. Fans were encouraged to tag their favorite local small businesses, pledge their support and use #PayItForwardLIVE as they watched the performances on Twitter, Twitch, Yahoo and FiOS channels.

Not only did this provide a boost in morale across the brand, it also showcased Verizon’s deep-rooted identity in corporate social responsibility and how that identity manifested into a pillar of stability and normalcy for consumers each week as they tuned in.

Results

Pay It Forward LIVE achieved significant brand love and affinity for Verizon (100% Positive/Neutral sentiment), but more importantly it made a difference. Over the course of the series, Verizon unlocked an additional $5MM in donations as viewers tagged their favorite local businesses, pledged their support and used #PayItForwardLIVE during the streams – resulting in Verizon’s total donation of $7MM. Businesses were also prompted to ask for the help they needed with 77K SMB LISC registrations and 251K SMB grant applications to date.

We garnered 53K total cumulative clicks to support small businesses from the Pay It Forward microsite – with 521 gift cards purchased from Square totaling $19K – revenue these small businesses otherwise would have never had.  We even saw that viewers were 14% more likely to support small businesses on their own after watching a Pay It Forward LIVE performance.

So, how did this also translate to campaign success? From star-studded talent to an engaging platform, Pay It Forward LIVE delivered massive business results!

Media

Produced by

Zenith, RGA, Verizon