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

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Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

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Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

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Health & Wellness

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Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Reddit

Snapchat

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Triller

Tumblr

Twitch

Twitter

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Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

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Community Management

Community Management

Engagement Tools

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Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

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Celebrity Partnership

Entertainment Partnership

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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

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Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

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Creative Team

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Design Team

Legal Team

Marketing Team

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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

Texas Tourism + Discovery and Travel Channel

Entered in Multi-Platform Campaign

Objective

Discovery, Inc. partnered with Travel Texas to create a custom marketing campaign that showcased the spectacular beauty of Texas, as told through the lens of Discovery and Travel Channel. The goal was to leverage the credibility of Discovery, Inc’s trusted brands and engage exploration and travel enthusiasts with content that depicted locations not commonly thought about when considering Texas as a travel destination, but areas worth visiting due to their unique ambiance, beauty, and history. With travel bans in effect and the ongoing state of the unknown, it was important to still be able to bring these distinct stories to life for audiences to experience in the comfort of their homes to spark interest and keep Texas top of mind as a future bucket list destination. 

Strategy

Hosted and captured by nature photographer, filmmaker and television producer, Ian Shive, this 4-part video series centered on Big Bend National Park and became the first co-branded execution for Discovery’s original digital editorial series, Nature in Focus. From the majestic Chisos Mountains to the mysterious healing powers of the Hot Springs, this campaign was built to engage and delight audiences, and inspire fans to explore Texas’ natural beauty and unique history for themselves. The campaign integrated key destinations and outdoor activities that viewers may not have known were available to them in the great state of Texas, and custom scripting and sourcing of each location, combined with the meticulous eyes of Shive, brought these unique storylines and photographs to life across digital, social and on-air platforms. 

Our team encountered the challenge of having to find ways to execute a custom shot campaign for a tourism board in March 2020, just as the world was starting to shut down with the global pandemic. Given the goals of the campaign and set deadlines to meet launch before year-end, our talent and production team were highly dedicated to keeping track with traveling in efforts to capture the originally planned for 4x stories in 4 separate locations. After mobilizing quickly with a condensed crew, our team arrived safely in Texas, however had to shift gears and shorten the shoot as travel bans rapidly changed. 

Despite the turn of events, our team captured enough content in 2x locations and reframed the storylines in post-production to produce a highly captivating and compelling series with the same number of deliverables. The campaign included 8x videos, 2x photo galleries, 4x Instagram stories and flat posts, 4x Facebook posts, 2x Pinterest posts, 4x on-air cutdowns, 4x TVE drivers, 1x interactive article page, and a high-impact digital media sponsorship that ran across Discovery’s lifestyle portfolio.

Results

The marketing campaign launched August 3, 2020 and ran through September 30, 2020. During the flight dates, the campaign delivered in full with over 11.5MM site display impressions. The series hosted on discovery.com received 150,000+ combined page views with 101,250+ unique visits and an average of 2 minutes spent per user visit. On social, there was a combined 63MM+ impressions received among key target audiences, including 1.7MM :10s video views of the mid-form videos, 1MM :03s views of the short-form videos, and 290K+ completed video watches. Audiences were engaged and wanted to learn more as confirmed with 183K+ clicks to visit the Nature in Focus landing page with access to watch the full videos and view the photo galleries. Lastly, a brand lift study measuring the paid portion of the campaign on Facebook and Instagram found a 3.7pt lift in likelihood of recommending Travel Texas to a friend – 1.3pts above Facebook’s North American benchmark.

Media

Video for Texas Tourism + Discovery and Travel Channel

Produced by

Discovery, Inc.

Links

Entry Credits