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

PERFECT MARC JACOBS Virtual Global Launch Event

Finalist in Beauty

Entered in Online Event/Activation

Objective

PERFECT MARC JACOBS, the newest fragrance from Marc Jacobs Fragrances, is a celebration of self-love, originality, and you – inspired by Marc Jacobs’ personal mantra: “I am perfect as I am,” which is symbolized by a tattoo of the word “PERFECT” on his wrist. The concept, which supports the belief and positive affirmation that everyone is perfect in their own unique way, is brought to life through the campaign that features 42 diverse cast members.

Drawing inspiration from the campaign philosophy, the PERFECT virtual launch event invited consumers, influencers and press to become extended members of the cast themselves – by providing them the opportunity to create their own #PerfectAsIAm storytelling and content.

The goal of this activation was to introduce the new fragrance globally and generate widespread awareness, engagement and ultimately sales. To do this, the brand took an innovative approach – shifting away from an in-person experience to a virtual event that allowed guests to be totally immersed in the digital world of PERFECT MARC JACOBS.

In joining the event, guests were offered a myriad of customized brand and olfactive experiences that brought the fragrance concept to life including: in-depth interviews with Marc Jacobs and campaign cast members, a special musical performance, interactive and personalized content creation that could be shared across social media, fragrance sampling, giveaways, and e-commerce incentives.

Ultimately, this first-of-its kind virtual launch event enabled participants worldwide to engage, celebrate, and share their own authentic message of self-expression and individuality.

Strategy

To create the PERFECT MARC JACOBS launch event, the brand hosted a ground-breaking, large-scale, customized brand event on Zoom, which offered guests a self-directed and curated experience across multiple live interactive virtual rooms that inspired #PerfectAsIAm UGC and storytelling. The day-long event spanned multiple time zones to engage audiences from North America to Asia and was kicked off with an exclusive VIP session with press and influencers, followed by a public session for consumers.

To reach the gen z and millennial target audience, the brand partnered with key influencers worldwide, who authentically resonated with the PERFECT MARC JACOBS spirit of self-expression and individuality, to promote the public session via regionally customized evites shared on Instagram Stories. Additionally, these evites were shared on Instagram by the brand, campaign talent, event hosts and performers – and Marc Jacobs himself.  

During the event, guests were invited to learn about the inspiration behind PERFECT from Marc Jacobs and the perfumer, Domitille Michalon-Bertier of IFF, via intimate live Q&As hosted by Isabella Burley, Editor-in-Chief of Dazed & Confused, and US fragrance influencer Tiff Benson, respectively.

Other live, interactive, and personalized activities for all guests included:

All of these unique experiences generated personalized content that inspired social sharing and allowed guests to become immersed in concept by participating in the creation of #PerfectAsIam storytelling. Guests were also able to chat live with talent and with each other to drive excitement and community.

Throughout the event, guests received assets celebrating their authentic selves instantaneously from our production team, allowing them to post PERFECT content in real-time, mirroring the live sharing experience of a physical activation.

Results

Media

Video for PERFECT MARC JACOBS Virtual Global Launch Event

Produced by

Coty Inc., Marc Jacobs International, Moving Image & Content

Link