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

The Virtual National Forest

Finalist in User-Generated Content, Food & Beverage

Gold Distinction in Consumer Brand

Entered in Social Good Campaign

Objective

For the Black Forest® brand, the forest is a huge part of who we are. It’s in our name and at the root of our belief that all choices, big and small, can make a real difference for us and our planet. In 2019, we leveraged social media to help raise $100,000 to plant 100,000 trees across U.S. National Forests impacted by wildfires. In 2020, we wanted to see that number grow. For a second year, Black Forest® partnered with the National Forest Foundation, this time donating $500,000 upfront and creating a new campaign on social to allow fans to help us donate even more. To get it done, we wanted to raise awareness of the brand’s reforestation efforts and plant even more trees across U.S. National Forests. 

Our challenge? Create a way for our community to get involved while they were stuck at home due to social distancing regulations across the US.

Strategy

In celebration of Arbor Day on April 24, Black Forest® launched the Virtual National Forest, the world’s first-ever crowd-sourced, entirely digital national forest. This was a part of the brand’s ongoing efforts with the National Forest Foundation (NFF) to help plant 1.5 million trees across U.S. forests by the end of 2022. 

Over the course of the 2-month campaign, fans helped rebuild U.S. forests from home by commenting on any photo of a tree on their Instagram using the emoji hashtag #🐻❤️🌲. For every use of the hashtag, fans planted a digital tree in the Virtual National Forest and we planted one IRL. Each hashtag triggered a $1 donation from Black Forest® (up to $50,000) to the cause, in addition to the $500,000 already donated to the NFF in 2020.

Understanding that consumers were under immense stress this year, we challenged ourselves to identify ways to give them a moment of serenity supported with a philanthropic, feel-good moment. Because it is scientifically proven that looking at photos of trees can reduce stress, this led us to develop a way for fans to enjoy nature and lush forest environments without having to leave the safety of their home. The Virtual National Forest allowed users to do just that simply by searching #🐻❤️🌲on Instagram

To amplify our message, we partnered with influencers in the nature and wellness space to spread the word. Each of our 26 partners helped drive participation by resharing images of trees to their Instagram using  #🐻❤️🌲and encouraging their followers to do the same. We also tapped our partner, the National Forest Foundation, who posted about the ongoing campaign on their social channels. Throughout the campaign, fans were able to spot the #🐻❤️🌲and the National Forest Foundation logo on Black Forest’s packaging as a call to consumers to support the cause. To keep the momentum going, on Love a Tree Day (May 16) we partnered with Drew Barrymore to increase awareness and participation. As a result of our efforts, publications such as Mobile Marketing, US Weekly, and People featured the campaign in editorial pieces to further raise awareness and drive readers to the Virtual National Forest. On top of all of this,  Black Forest® canceled its TV advertising campaign and instead donated that production budget to the important cause.  

When all was said and done, together, Black Forest® and the National Forest Foundation created a beautiful mosaic of trees and nature photos fans could enjoy, share and celebrate online in anticipation of the 1.5 million new trees to be planted in the near future.

Results

Not only did we create a new national forest, we also introduced the world to Black Forest®. The Virtual National Forest campaign brought forth record-breaking numbers for the Black Forest® brand, raking in a total of 1 Billion earned impressions —a huge win for our goal of creating awareness around forest restoration.

There were more than 17.2K virtual trees planted on the #🐻❤️🌲 hashtag. The Virtual National Forest campaign was one of the highest performing campaigns for Black Forest® to date. The forest grew so big, even the National Forest Foundation wanted to celebrate. On Love a Tree Day, they officially deemed it an official virtual national forest. In total, $500,000 was donated to the National Forest Foundation, helping to plant 1.5 million trees by 2022. We believe all forests are important because they provide places for families to connect together and rediscover nature. The Virtual National Forest campaign brought us one step closer to ensuring these forests are around for years to come. And in the end, the numbers spoke for themselves:

Media

Video for The Virtual National Forest

Produced by

Day One Agency, Duncan Channon, Golin, VMLY&R Commerce, Mindshare, Black Forest

Links

Entry Credits