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

Martell Swift Stories

Finalist in Instagram Video

Entered in Global Campaign, Wine, Beer & Spirits, Instagram Presence

Objective

For over 300 years, Martell has been challenging conventions, bridging cultures and communities, but it was time for Martell to recruit the next generation of cognac drinkers in a world where socializing goes beyond the physical space.

The social media landscape is an existing challenge today for the spirits category. While the top 5 spirits categories decreased in 2019, more dynamic categories such as cognac had a unique opportunity to rise in share of voice during 2020.

To steal the attention from its cognac competitors, Martell set out to promote the stories of those who are challenging the status quo, by living audaciously, and celebrate those who fly high above the rest to push culture, communities, and the world forward.

Strategy

Leading up to the launch of Martell's new campaign, the brand launched a consumer-first phygital activation.  Each activation is a one-month dedicated to a new protagonist who shares Martell's spirit of audacity and leaving a legacy.

For the month of December 2020, in the shadow of Coronavirus, Martell identified Max La Manna as the first hero of the month. An award-winning zero waste chef, author and presenter. Max’s mission is to turn the tide on rubbish and breathe new energy into the leftovers and food scraps that are typically destined for landfill. Along with Max, Martell encouraged more awareness around the food and drinks we consume, where they come from and what happens when we waste it. 

Martell shared what makes the protagonist audacious, how they enjoy drinking Martell and together planned a phygital event that combines their uniqueness with Martell’s legacy.

Results

After being behind its competitors for years, Martell, for the first time ever, reached NUMBER ONE for Share of Engagement in the entire cognac category globally for the year 2020, and skyrocketed in terms of Brand Impressions ranking NUMBER ONE in this category as well. Apart from 6.8 million impressions and 65K engagements, Martell managed to recruit 112 new cognac drinkers that joined an exclusive masterclass with Max.

Regarding Share of Voice, the brand became the fastest growing brand of the year after stealing over 7% from Hennessy for ourselves, putting the brand at #2 (and approaching #1) for Share of Voice in the cognac category. Our high level of improvement has also seemed to stop Remy, D’Ussé and Courvoisier from improving as they stayed consistent compared to 2019.

The campaign forced Martell to replant its goals after reaching them within just one month of its launch.

Media

Produced by

Martell (Pernod Ricard)

Links

Entry Credits