THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Campaign

Brand Awareness Campaign Campaign by Diverse-Owned Businesses Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Rebrand Campaign Regional Campaign Social Good Campaign

Content and Media

Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Filter/Lens Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content

Design

Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App

Industry

Auto Beauty Business to Business Consumer Brand Education Entertainment Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits

Influencer & Celebrity Partnership

Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership X Partnership YouTube Partnership

Overall Presence

Facebook Presence Instagram Presence LinkedIn Presence Multi-Platform Presence Other Platform Presence TikTok Presence X Presence YouTube Presence

Platforms & Technology

Artificial Intelligence Extended Reality Facebook Immersive Instagram Interactive Content LinkedIn Other Platform TikTok X (formerly Twitter) YouTube

Podcast

Art & Culture Podcast Branded Podcast Business Podcast NEW! Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast

Strategy & Engagement

Brand Partnership Call to Action Community Management Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications LGBTQ Community Engagement Micro-Influencer Strategy Multicultural Community Engagement Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling

Video

Comedy Video Documentary Feature Film NEW! Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Unboxing Video Vertical Video Video Ad Video Series
From the 13th Annual Shorty Awards

TikTok Gloss Invasion

Entered in TikTok Partnership, TikTok

Objectives

To acquire new fans to lovers of gloss by introducing an exciting new gloss formula, Gloss Bomb Cream, to Gen-Z in a fun and catchy way.

Strategy and Execution

To kick off the launch of #GLOSSBOMBCREAM, Fenty Beauty to launch an upbeat song on TikTok that offers creators a new and uplifting way to showcase their beauty content. 

Amplifying the message with Tik Tok Influencers, including mega influencer, Bretman Rock, to exclusively drop the Gloss Bomb Cream song for 12 hours on TikTok.

Results

We created really sticky content by pairing gloss application with music that stuck in your head, and it drove insane sales to FentyBeauty.com and Sephora sites during the most competitive sales period during the year, the holidays. 

Rihanna led the charge in inspiring an audience to use the song and upload their #GlossBombCream videos.

Organic views: 18.1M views

765 users/videos

Media

Entrant Company / Organization Name

Fenty Beauty

Links

Entry Credits