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

RiceSelect goes local for national success

Winner in Localization

Objective

Thirty five years ago, RiceSelect introduced the first aromatic rice variety to be grown in the US – Texmati. It became one of most celebrated premium rice brands, packaged in its distinctive wide mouth jar. RiceSelect expanded to a range of rice and grain products. However, their niche success didn’t leverage the rise of the foodie movement. RiceSelect was in need of greater brand recognition, but faced a problem within its category. Many people inherently found rice unexciting, or a purely functional part of a meal.

For the important holiday season, the brand wanted to showcase the grain’s culinary versatility. RiceSelect wanted to be seen as a premium brand and become a featured element of great meals.  Success is measured in overall awareness and household penetration in key markets.

Pre-pitch research yielded important insights. RiceSelect carries a premium price point and was already known by experienced home cooks. We explored their attitudes and product affinities. They’ll pay more for better ingredients to add better flavor. Research uncovered an essential attribute: every time they cook, they’re looking to make something truly unforgettable. Repetition isn’t satisfying. They experiment, riff on recipes, make opportunistic use of new ingredients. Cooking is a personal expression. This insight became the campaign’s way in.

Strategy

Notes of Improvisation reimagined the RiceSelect creative identity with a total refresh of their photographic and design aesthetics and introduced a tone of voice that better reflected curiosity and culinary creativity. We found inspiration in improvisational music, riffing off the elegant design of Blue Note era jazz covers.

Notes of Improvisation introduced four content themes: Base for Experimentation, Encouraging Spontaneity, Outdo Your Best, and Tips & Tricks. Thirty content videos anchored these themes.  Video assets and animated close up gifs amplified campaign content, propelled social sharing, and drove product engagement. 

Our media and search marketing strategies added a highly technical complement to the vibrant creative. We prioritized driving site visits that amplify searches for recipe ideas and experimentation.

A highly localized geo-targeting campaign drove trial with three key tactics: geo-fenced couponing, a store locator, and precision targeting within 2 miles of participating grocers. Our SEM optimization insured audience interest led to nearby trial (tracking store locator) and purchase (geo-targeted couponing).

New creative approaches were continuously tracked and optimized during this relatively short flight campaign.  Video and enhanced content assets were quickly identified as the most effective and efficient creative units, (measured by CPC and CTR), versus traditional static images.  We then leveraged these new assets Amazon shopping as replacements for traditional static product shots. Potential customers discovered new products and brands showcased in “real-life” cooking scenarios, increasing brand engagement and cross-product merchandising.

Results

With a cohesive strategy prioritizing consideration and trial, and bold, recognizable creative working in concert across consumer touchpoints, we saw a dramatic spike in social awareness (2,100% increase in Instagram impressions), consideration (+8.8% boost in CTR) followed by a sharp uptick in sales velocity in all active major markets. Mobile devices were responsible for 53% of organic traffic and generated 86% of total CTRs.

Media

Produced by

Movement Strategy, RiceSelect

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