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

TCL Halloween 2020 Campaign: #TCLHalloweek

Gold Distinction in Graphics

Objective

The objective of the 2020 #TCLHalloweek Campaign includes: 

Strengthen TCL’s social media presence by a minimum of 2MM+ impressions across all of their social platforms to increase brand awareness. 

Improve TCL’s user engagements by 100% during the campaign period across all platforms to boost brand love and preference.  

Solidify TCL’s young, fun and sociable brand image on social media and win higher brand recognition among followers across all platforms. 

Promote TCL’s featured products by integrating the products into the creative storyline in the most relevant and memorable way.

Strategy

The Strategy

Halloween is one of the most popular holidays in the world. While exploring a real haunted house was more of a “mission impossible” in 2020. TCL launched the #TCLHalloweek social engagement campaign which allowed the audience to immersively experience and create their own Halloween adventure tour online. In homage to the popular mystery book genre, we designed a Halloween-themed storyline with interactive options that put the audience at the center of the action. We also created a series of cartoon characters and comics in social posts for storytelling, this promoted TCL’s young and fun brand image among followers and target audience.

The Creative Ideas

When it comes to Halloween, the first thing that usually pops into people’s minds is trick-or-treating and haunted houses. To immerse our audience in the story, we created three illustrated characters, Thomas, Carlos and Leil. Their trick-or-treater comes to an end when they are forced to enter a haunted house after their dog disappears inside. While navigating the house’s terrifying maze, the three must find their dog before meeting a ghastly end at the hands of the mysterious owner. We created interactive options at key turning points of the story for our audience to decide their own ending. 

The Execution

Hylink developed a week-long post series on Facebook, Twitter and Instagram, including teaser, story polls and wrap-up post. As users chose their storyline, they were encouraged to pick from the two choices in each poll post, with their choice directly affecting the direction of the story. As the story progressed and the characters explored the haunted house, they interacted with strategically integrated TCL products to unravel the mystery of the house, this highlighted the brand and its products. With users at the center of the story, they were invested in the campaign and would tune in every day to see how their choice played out. 

Results

Please see CONFIDENTIAL INFORMATION section for results.

Media

Produced by

Hylink Digital, TCL Electronics

Links

Entry Credits