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

Sorry to Superimpose

Finalist in Fitness, Health, & Wellness, Humor, Media Buying Strategy-Shoe-String

Objective

Our campaign was designed to show teens and young adults that they don’t just have to live with their acne. We wanted to help them understand that clearer skin is possible if they find the right treatment. But first, we had to find—and reach—them in a new and compelling way. Our objective was to leverage data analytics to target the right pieces of content that resonated most with our Gen Z patient population as well as creative personalization to maximize the relevance of our message. At the end of the day, our ads needed to stand out in the sea of infinitely individualized content on YouTube as a message that was speaking directly to them.

Strategy

A whopping 94% of the Gen Z population is on YouTube, with roughly a third of all their video content consumption coming from this platform. And when it comes to these teens and young adults, personalization is key. When messages are personalized and more organic to the content they’re viewing, they’re more apt to remember them. So, we created a campaign that blended into their world seamlessly.

 

We leaned heavy into the DIY TikTok/YouTube aesthetics of our target audience and created a campaign that is a little odd in execution but highly personalized in messaging. Videos served as pre-roll placements against contextually relevant video content across YouTube; the objective is to create a seamless and engaging transition from the ad experience to the brand message with a unique landing page, encouraging strong video completes and post-view engagements. They actually feel like a piece of content that our audience might watch and even create, thereby maximizing the authenticity and personalization we know is critical to capturing the 8 second attention span of our Gen Z audience.

Results

Relatable and highly trackable content that will drive curious and qualified users to a branded environment with the goal of disease education and CRM enrollment. A launch campaign projected to reach 3.4MM views.

Media

Video for Sorry to Superimpose

Produced by

Fingerpaint, Sun Pharma

Entry Credits