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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

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

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!