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

(Re)Introducing Jake...from State Farm

Winner in Insurance

Finalist in Spokesperson

Audience Honor in Insurance

Objective

Our brand objective was to ultimately drive consideration of State Farm with non-customer Millennials (23-39) through top-of-mind awareness. The problem we faced was that Millennials saw State Farm as an old-fashioned brand for their parents, not for them.

To change perceptions, we reintroduced Jake from State Farm on social channels to do two things: 1) bridge relevant cultural moments for our Millennial target audience and 2) modernize State Farm by creating memorable, shareable content.

Objectives:

  1. Bridging cultural moments
  2. Modernize the brand

KPIs: 

  1. Engagement & Buzz
  2. Memorability, Likability & Impact

Strategy

Throughout 2020, we used Jake’s own social channels to bridge culturally resonant moments and modernize the brand to gain awareness and consideration for our Millennial target audience. Reintroducing Jake, one of State Farm’s most distinct and memorable brand assets, in early 2020 uncovered a unique opportunity to differentiate Jake from other spokespeople through social channels. Instead of focusing on traditional insurance messaging of preparedness and protection (the focus of flagship social channels), Jake focuses on a culture-first storytelling approach. With a strong emphasis on social media engagement, we utilized Millennial trends, conversational themes, and social listening to inspire and inform Jake’s content strategy. This resulted in planned and real-time opportunities that our audience is passionate about, which allowed Jake to be positioned as a trusted friend or influencer rather than the face of a corporate brand.

Over the last year, Jake’s most engaging content has been tied to lifestyle moments — moments where he shares his unique perspective as well as an exclusive view into brand happenings. Performance of these posts reveal that audiences are more interested in unique behind-the-scenes content instead of simply repurposing broadcast commercial cuts or white-sweep photography. A cyclical process of always-on social listening, daily trend monitoring, and monthly performance analysis enables the Jake social team to quickly identify strengths, weaknesses, and opportunity areas in the moment to meet evolving platform benchmarks and behaviors.

Results

Objectives:

  1. Bridging Cultural Moments

 

  1. Modernize the Brand

Media

Produced by

The Marketing Arm, State Farm

Links

Entry Credits