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

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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

Enter The Butcher

Finalist in Television, Online Community

Entered in Multi-Platform Campaign

Objective

A wild first season of The Boys dropped in July 2019 and left cult fans wanting more of these transgressive superheroes and the anti-heroes who know the truth. The series quickly built buzz, certified Fresh on Rotten Tomatoes, and delighted fans who found it.  In January, Amazon greenlit a nine-month lead up to catapult the September premiere of Season 2 into a major action drama hit – complete with extensive talent shoots, major activations, capped by a gigantic Comic Con takeover. People would be talking about the upcoming Season 2 premiere of The Boys all year!

None of this happened. Plans were cancelled in March. A new direction had to begin in four weeks. The social launch campaign rebooted. In place of mind-blowing conversational events, we would bring sensational and provocative content onto the screens everyone was scrolling at home.

We committed to stir shit up. So, we did, hitting threads again and again, finding comments and fan obsessions that could fuel bigger reactions, lighting a match (inciting with a relevant post), then pouring gas on these conversational fires with intensive community management. Then we searched for the biggest conversational flames we could ignite into new reactive explosions.  

Strategy

Core fans were already excited and buzzing about Season 2 of The Boys. A much larger pool of potential fans was unaware of The Boys. To become a breakout action drama hit, we needed to dramatically expand these conversations. The Season 2 social campaign would be as bold as the show and the fans reactions: fearless, abrasive, and as opinionated as the fans.

We changed our tactics toward a reactive and community management focused approach — leveraging super quick-turn and engagement-based content that utilized everything fans loved about season one. Social content leaned hard into the fan-driven idea that these Superheroes are assholes and that we all hate them.

Weekly content creation increased 10x over Season One, led by Community Management brainstorms. Weekly content/community planning followed this mantra to move fast and do more: observe/react, monitor/pivot, and lean into fan culture. Find smoldering conversations and pour gasoline onto the flames. The writers room combined community managers, content producers, and data strategists to monitor evolving conversations, spot trends, experiment to maximize impact, then pounce.

We tapped into popular trending memes as often as possible, created our own reaction videos based on the insane news around us, and gave our fans plenty of opportunities to interact with us. We even got our talent to let The Boys fans know to wear a fucking mask.

As fans got ready for Season 2, we oversaw an ever-growing community that tapped into the *ahem* decorum of The Boys. Going inner-world and using the voice of The Boys’ dick of a leader, we built up a truly organic and engaged community centered around one rallying cry: FUCK SUPES.

Fans of The Boys spent a long hot summer inside waiting patiently for The Boys, and by the time Season 2 hit, they were ready to pop.

Results

As one of the first weekly released shows on Prime Video, we brought our tactics to each week’s new episode — fueling fans excitement (and sometimes anger) for what’s gonna happen next. We flooded the social feeds with fast, responsive and trending content. The Boys social feeds released 4,106 posts and response over six weeks, increasing content volume +1,185%

Overall organic reach and new followers quadrupled over Season 1.  Trending content increased reach +316%, new follower growth +369%, and fan responses +157%. 

Most importantly, The Boys became one of Amazon Prime Videos most watched series, and led to fast greenlight for Season 3 and a new spin-off series.  Social helped contribute to incredible viewership for season two of The Boys — giving it one of the biggest premiere weeks for streaming content ever and one of 2020’s biggest seasons of television. 

Media

Video for Enter The Butcher

Produced by

Movement Strategy, Amazon Prime Video

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