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 #TheChiIsWhy

Finalist in Instagram Partnership

Objective

The Chi, from Emmy winner Lena Waithe, is a coming-of-age drama that closely follows the interconnected lives and stories of Black residents in the Southside of Chicago. As we approached Season 3, we wanted our audiences to form authentic connections with the beauty and resilience displayed by our series. Rallying our large and digitally-engaged Black audience would be critical to driving subscriptions and engagement for SHOWTIME®. 

Strategy

In the wake of George Floyd’s death and the national unrest that followed, the stories of The Chi became even more important to reflect on. We set out to speak authentically to the Black experience depicted on The Chi through the voices of an extended family of creators with star power and talented micro-influencers. 

We approached each step of our campaign with intentionality. We worked with the Black women-owned agency ‘A Very Good Job’ whose work focused on primarily telling Black stories. Together we created a digital companion series that dissected the themes presented in The Chi each week like missing girls, sexual identity, food and music through the lens of Black creators who were thought leaders in these respective spaces. We activated one large creator per week for a tentpole content activation and then amplified these posts with thoughtful video and image-based content from more niche micro influencers.  

To allow us to authentically appeal to their fanbases, the creators were empowered to explore and broach the Chi-themed topics in their own unique ways. For example, Tabitha Brown, a long-time fan of the show, felt inspired by several characters’ resilience and led a Mid-Year Mindfulness Check In. The musical nature of our series was resonant with Wyclef Jean; he found a way to weave our storylines into his lyrics as he performed an hour-long jazz date night on Instagram Live. By tapping into Black creators, both large and small, we allowed them the space and creativity to funnel our series messaging through their own respective brand voices.  

Results

The talent in this campaign had a combined potential reach of 16.5+ million followers, and the specific content generated: 2.7M campaign impressions, 1.8M views and 153K engagements. This digital strategy also helped contribute to the overall increase in viewership and acquisition that we saw throughout Season 3. Furthermore, the content in this series outperformed the influencers’ typical posts. Not only did the content result in direct flow back to our platforms and series, but it served as a way for our audiences to celebrate the beauty of Black stories.  

The numbers didn’t lie and proved that we were successful in accomplishing our business goals. The Chi had jumped up to the #10 Most Social Premium Cable Series, from its previous rank at #17 only a year before. We also witnessed a 30% spike in weekly viewership that dovetailed nicely with a 250%+ increase in resubscriptions and free trial starts. 

Media

Produced by

SHOWTIME Networks, Inc. + a very good job, LLC

Links

Entry Credits