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

#SavageChallenge

Winner in Entertainment

Entered in TikTok

Objective

Megan Thee Stallion’s “Savage” was released March 6, 2020, alongside her Suga EP and quickly became the fan-favorite. That same day, Megan posted a TikTok of herself sporting different outfits that reflected “Savage”’s punchy chorus, “Classy, Bougie, Ratchet.” Initially, the plan was to push this outfit-change concept to the masses through a viral Influencer campaign until a TikTok influencer premiered the “Savage” choreography on the platform on March 10th and spawned the viral #SavageChallenge. The influencer campaign then followed the momentum and instead used the dance to promote the single. On March 15th, Megan Thee Stallion began posting fan’s renditions of the #SavageChallenge. The following day, Megan uploaded a clip of her doing the #SavageChallenge dance on Instagram with the caption, "Take # 552 😂😂😂😂 #savagechallenge #quarantineandchill." By March 20th, the original TikTok had accumulated over 15.7 million views and 2.4 million likes on TikTok, only ten days after being posted. The buzzing #SavageChallenge showed immense promise as a vehicle to promote “Savage” and later the “Savage Remix,” featuring Beyoncé. 

Strategy

The organic exponential growth of the #SavageChallenge prompted an Influencer Campaign that urged celebrities and TikTok users to join in on the quarantine-safe challenge, including Charli D'Amelio (108.2M), Addison Rae (76.5M), Dixie D’Amelio (48.9M), Hailey & Justin Bieber, and Emma Chamberlain (9.4M). 

Following the track’s success, it was released as Suga’s third and final single on April 7, 2020, with a video featuring an animated version of the #SavageChallenge choreographer doing the dance as the lyrics go over the screen. 

On April 29th, the “Savage Remix” featuring Beyoncé was released, which led to new dance challenges for the track, including one choreographed by Cassidy Condie (2.6M) and Shayné and Zhané Stanley, “The Nae Nae Twins” (1.3M). Megan Thee Stallion reposted these new challenges to her Instagram and recreated the dance originated by The Nae Nae Twins. 

In addition to the #SavageChallenge being used to create awareness of “Savage,” the “Savage Remix,” and to drive traffic to Megan’s socials, the remix itself was used to highlight the new dance and encourage TikTok users to engage with the new versions of the trend. One way this was achieved was through a TikTok Compilation that was uploaded to Megan Thee Stallion’s official YouTube channel on May 7th, 2020, which interweaved videos of popular creators doing each of the challenges.

Results

With intent to leverage the #SavageChallenge to optimize streaming, sales, and radio success of the track/remix, the following statistics highlight the challenge’s impact on the overall success of “Savage”.

To date, Megan Thee Stallion has amassed over 50 million creates and 10 billion views on TikTok overall. With over 7.5 billion views on TikTok, "Savage" was the most-played song on the platform in March 2020 and has since become the seventh most-used TikTok sound of all time. Its monumental success on the platform quickly translated to success at the sales, streaming, and radio level. In the week ending March 26, 2020, “Savage” had sold 11,000 downloads, up 302% from the week prior, jumping 17-2 on R&B/Hip-Hop Digital Song Sales and 11-1 on Rap Digital Song Sales. That same week, streams rose 102% to 15.8 million U.S. clicks. “Savage” debuted at #47 on the R&B/Hip-Hop Airplay chart, earning 2.5M in format audience, up 150%. Ultimately, “Savage” peaked at #1 on the Rhythmic chart, #4 on the Hot 100 and the Hot R&B/Hip-Hop Songs, and #8 on Mainstream Top 40. 

After its first full tracking week, the “Savage Remix” topped the Hot Rap Songs and the Streaming Songs chart, with 42.1 million US streams, up 53% the previous week. Two weeks later, it reached #1 on both the Hot 100 and the Digital Songs chart. In December, TikTok announced that “Savage Remix” was the second-most popular song on the platform of 2020. 

Media

Video for #SavageChallenge

Produced by

300 Entertainment, Megan Thee Stallion

Links