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

SHOWTIME: The L Word Generation Q

Finalist in Online Community

Objective

The original “L Word” was a beloved show for generations of LGBTQ+ audiences that at its height inspired friendships, romances, blogs, watch parties and even the occasional cruise. With “The L Word: Generation Q” revival we set out to excite and welcome back that lifelong community of OG fans while inviting in a new generation to join our found-family.

We focused on community building across those multi-generational lines, bringing together new and old fans through weekly engagement stunts across Twitter and Instagram that allowed our fans to shape the weekly conversation and connect with one another in real time.

Strategy

We kicked off our campaign by introducing our community to one another through a Twitter thread that connected fans looking for watch parties with individuals hosting watch parties - both IRL and digital. We gave them a slew of digital content to enhance the experience, including Instagram Story bingo cards and a premiere day Spotify playlist.

We brought fans into the world of the characters with us too through weekly stunts, games, and talent takeovers. The week of fan favorite character Shane’s birthday party episode, we threw a bash on social media asking fans to tweet us their cocktail (or mocktail!) order to receive a personalized story of how the party would have gone for them. The stunt resulted in 5.6K engagements, 113K impressions and over 600 fan interactions.

To bring some of the original themes of the series to life for a new generation, we hacked platform capabilities on Twitter to reimagine the legendary “Chart” created by Alice in the original series. Through our interactive, continuous Twitter Thread, fans could indulge in the tangled and messy web of hook-ups each week and discuss predictions with each other in real time.

We continued to find opportunistic and creative ways to engage with viewers: eventizing Tina’s surprise return with an Instagram challenge and reaction thread, hyping up Fletcher fans by teasing new music, and fostering regular conversations on everything from season 2 predictions to awkward lunches with your ex.

Alongside starting conversations ourselves, we also created space on our social channels for our community to lead as well. We spotlighted content creators and influencers, teaming up with LGBTQ+ Society6 artists to highlight their unique series inspired designs, and sharing fan testimonials where fans discussed what “The L Word: Generation Q” meant to them.

Finally, at the height of our campaign, we launched a “Who Are You?” character Instagram effect which allowed our fans to further connect with the series and - if they were lucky - their favorite character. The cast also took to Instagram to share their results and celebrate fans who matched with them.

We ultimately achieved our goal of bringing together an entertained, engaged community of fans across all ages and demographics to celebrate not just the series, but themselves too. As we all eagerly await for Season 2 to arrive, we continue to foster community by discussing current events, sharing set updates and welcoming new characters and guest stars to the family.

Results

Bringing our audiences together through the universal language of “The L Word: Generation Q”, our campaign resulted in over 5M total engagements, 66M impressions, and a whopping average engagement rate of 8.7%. Throughout the campaign, we also saw a 343% increase in growth on Instagram and an 18% increase in total community size across all platforms. 

In the end, our fans let us know that they felt the people behind the accounts were actually their friend, and thanked us for fostering new connections for them.

Media

Produced by

GLOW, SHOWTIME

Links

Entry Credits