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

TD Thanks You

Finalist in Financial Services

Objective

TD Bank is a regional, challenger brand in the Eastern US. With large national and international competitors outspending us in media by up to 10 times and trust in banks on the decline over the past 2 years, we needed a campaign to drive outsized awareness and brand preference.

To make these goals even more difficult, the banking category was moving increasingly digital during Covid. Whereas in-person experiences and service were previously a differentiator for TD Bank, financial products and services were becoming ever more virtual and commoditized.

Since TD Bank’s point of difference is being “unexpectedly human” and community-focused, leveraging this positioning in our market was more challenging than ever. To protect their business, TD Bank had to maintain or grow our brand in key markets, including New York, Boston, Philadelphia and Miami, and within key customer segments of mass consumers and small business.

 

Strategy

Our strategic approach came out of the insight that ‘Brand Purpose’ was becoming an increasingly critical criteria in driving customer preference. So we adapted our previous years ‘TD Thanks You’ campaign to help deliver on TD Bank’s purpose to “help communities move forward” by recognizing not only customers, but also colleagues and community partners for their positivity, ingenuity and selflessness within their communities.

To begin, we reached out to our network of employees to identify customers, community partners and colleagues doing good in their local communities.

Out of hundreds of individuals and businesses nominated by our staff, we identified sixteen (16) stories of people making a BIG impact in their local communities across TD Bank’s East Coast footprint. We categorized these stories into two types of executions:

  1. National Stories: 4 of the 16 shortlisted stories were shot using remote production crews and turned into OLVs that would be distributed via paid social and digital channels to our audience.
  2. Regional Stories: The remaining 12 stories were covered through digital and local PR driving positive sentiment through organic social and word of mouth.

For each nominee, we came up with creative ways to thank them that were personal and meaningful. We orchestrated and filmed surprise and delight experiences tailored for each of the selected recipients and thanked them through community recognition and support from the bank.

These experiences were turned into a series of ‘TD Thanks You’ video docu-shorts shared across social channels. The in-depth profiles of the local recipients were intimate and heart-felt, reflecting TD Bank’s “unexpectedly human” character and including representation from TD Bank staff themselves.

Each story was captured by a different and local film director. And we made sure to source gifts from local businesses whenever we could. What’s more, each experience had to follow strict Covid protocols so everyone remained safe and compliant with local Covid guidelines that differed by state, county and city.

We shot these stories knowing we would have to create multiple assets to be deployed using different media tactics across GDN, Facebook, Instagram, YouTube, Linkedin, as well as TD Bank’s owned channels.

In the context of a national social media storm of negativity (a divisive election and the Covid pandemic) these stories provided a much needed dose of optimism and positivity. And this positive sentiment was attributed back to TD Bank.

Best of all, the stories demonstrated TD Bank’s brand purpose in a clear, actionable way.

Results

The campaign exceeded its goals. Through compelling TD Thank You content, the bank grew top of mind awareness and significantly impacted consideration in key markets.

As for the content itself, our videos broke through with all 4 spots achieving high recognition scores and higher than benchmark video completion rates.

Facebook non-skippable inventory yielded a VCR of 84.9%, almost 2x's Facebook's benchmark.

Overall, the campaign secured 70.4MM earned media impressions through PR efforts across multiple media channels (TV, Radio, Print) and in multiple markets

Media

Video for TD Thanks You

Produced by

TD Bank, Diamond Integrated Marketing, Nimble Productions, HAVAS Media, TD Bank

Link

Entry Credits