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

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Disability Awareness

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Environment

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Grassroots

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

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Triller

Tumblr

Twitch

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Multi-Platform

Multi-Platform

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User Generated Content

Self-Defined (Social Engagement)

Self-Defined

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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

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Photography

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Talent Management

Self-Defined

Team

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Legal Team

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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

Zales #PrideTogether

Bronze Distinction in Call to Action

Entered in LGBTQ Community Engagement, Online Event/Activation, Instagram Stories, User-Generated Content

Objective

Zales, know for bold jewelry and self expression was looking for a way to tap into culture that was organic to the brand. 

Every year the Pride Parade is a cultural event that is a beacon of joy, inclusiveness and acceptance. It is also the epitome of self expression and seemed like the perfect fit and opportunity for the brand. 

But, in 2020 with Covid19 spreading, Pride Parades across the country were canceled. In its 50 year history, this was the first time the LGBTQ+ community wouldn’t get their chance to march at PRIDE, and with Black Lives Matter protests coming to a boil, Prides message of togetherness was needed now, more than ever. 

Strategy

It was inconceivable that Pride Parades all across the nation were canceled, but the circumstances opened up new possibilities. In many parts of the US the LGBTQ+ community cannot easily participate in a Pride Parade because their state or town doesn’t have one, making it harder to be out and proud. The challenge was to create a virtual parade that no matter where you live, you could easily participate and be part of it. But which platform could bring this idea to life in the most organic way?

#PrideTogether was a social initiative that invited people from all across America, to march in the first of its kind, virtual Pride Parade. First, key influencers sparked the parade on Instagram. Instagram was the perfect platform, famous for self-expression, and IG stories was a natural vehicle to showcase the parade, seamlessly connecting one walk to the next, creating one, long, continuous, virtual parade.

Results

Able to efficiently utilize a budget of 100k, the parade when above and beyond expectations. Celeb designer Vera Wang, and other hi-profile influencers joined in—unsolicited. Total Impressions exceeded 11 million, with a reach of almost 7.5 million and an 80 percent spike in positive sentiment.

#PrideTogether is the first and longest running virtual pride parade, ever. Zales is now planning to make #PrideTogether a yearly virtual Pride Parade event, uniting the LGBTQ+ community, no matter where you live.

Media

Video for Zales #PrideTogether

Produced by

MediaCom Creative Systems, Zales Jewelers

Link

Entry Credits