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

Take a Step Towards the Dream With Jacobs

Finalist in Chatbots

Objective

The share of discounted sales of all coffee brands in Russia continued to remain very high in 2020.

Jacobs, being in the premium price index relative to the main competitor, did not follow the dramatic price reduction per kg behind the main competitor. This led to the fact that the price gap widened greatly, and we realized that we could not grow market share just by playing at the promo level.
 

Strategy

It was clear that an ordinary image campaign would not be up for the task. It was necessary to engage the audience in a quality manner using various popular mechanics and emotional triggers.

We noticed that "marathons" are becoming more and more popular on social media in Russia. It is a social networking mechanic that brings together groups of people with common goals and a mentor who provides tasks and inspires people to move towards the goal (often using voice and video messages). Such marathons usually allow you to fulfill a specific goal such as losing weight or learning a foreign language.

So, we decided to carry out a Jacobs marathon, as it fit the brand's communication platform and allowed the brand to stand out in the category and emotionally engage the audience.

Marathons usually involve dozens or, at most, hundreds of people at a time. However, we were running a national campaign and had to ensure that thousands of people were able to complete our marathon. Therefore, it was necessary to automate the process without losing the emotional connection between the coach and each participant. We were able to achieve this thanks to a chatbot that combined a detailed and extensive dialogue system and various content formats such as video, voice messages and pictures.

Although the marathon format is very popular, it faces several barriers. The first and the main one is the price — most marathons aren’t free and they can cost several thousand rubles; the second one is trust in the coach — they aren’t always well-known and well-educated people.

Our marathon removed these barriers. Participation was free for all. As the face of the marathon, we chose Irina Gorbacheva, a self-made actress who first became famous through social media. In 2020, she starred in the TV series Chicks, in which her character inspired her friends to quit their jobs and open a fitness club. In addition, all assignments were created with assistance from professional psychologists and in such a way as to be relevant to any dream, starting from its formulation at the first stage and ending with small steps towards the dream.

The only condition for participation in the marathon was to scan the QR code on the Jacobs coffee package.

The variability of commands and responses in the bot, which communicated on behalf of the heroine, and the tasks recorded by Irina Gorbacheva in video and audio messages, helped create a sense of real communication and fully engage the audience, stimulating them to complete the marathon.
 

Results

Business: 

 

Media: 

The average conversion rate for participation in the marathon was 86% from the paid social channel, which is significantly higher than the benchmarks in FMCG at 12-22% (expert assessment of the Agency) and the plan at 15%.

 

Chatbot participation:

Media

Video for Take a Step Towards the Dream With Jacobs

Produced by

Affect, Jacobs

Link

Entry Credits