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

TikTok #MyPride Realness Livestream

Finalist in TikTok Partnership

Entered in LGBTQ Community Engagement

Objective

TikTok came to ViacomCBS to help celebrate their weeklong #MyPride programming stunt to celebrate Pride 2020. The brand wanted to host a livestream, a newly released feature on their platform, with RuPaul’s Drag Race talent featuring a conversation about Pride, identity, and the LGBTQ+ experience. Knowing that the conversation around Pride in 2020 evolved to especially highlight marginalized voices in the LGBTQ+ community and the Black Lives Matter movement, we worked to integrate and promote this messaging into the program as well. 

Strategy

After collaborating with TikTok on the ideation for the livestream, we created an iconic influencer led program culminating in a livestream creative entitled TikTok’s #MyPride Realness Hosted by Monét X Change. This livestream was the headliner of TikTok’s #MyPride editorial weeklong programming celebration and brought together TikTok Trailblazers, Bomanizer, Cristian Dennis, and ProbablyThis, and fan favorite RuPaul’s Drag Race talent including Monét X Change, Trixie Mattel, and Heidi N Closet. 

With a FIVE-DAY turnaround from deal close to launch, the TikTok #MyPride program had to be accomplished in a timely manner as well. Pivoting in real time to align with the current climate, we gave our talent a voice and a platform within TikTok’s #MyPride programming to participate in a pointed sixty-minute round table discussion with three Drag Race queens and three LGBTQ+ TikTok creators.  Together they had meaningful discussions around Pride, growing up queer, how they use their platforms to express themselves and offered their advice to the younger generation of LGBTQ+ youth.

The multi-day influencer campaign teasing the livestream was promoted on our talent’s TikTok, Instagram, Facebook, and Twitter handles. We also created lead up content, content driving to the livestream day of, and social posts driving to the full livestream recording on Monét X Change’s YouTube channel the day after. 

Results

Fan sentiment was massively positive with fans commenting on the inclusivity of the conversations especially in regards to gender identity and race as well as the hilarity of the livestream. The livestream itself proved successful with 15K peak live viewing numbers setting a benchmark on the new livestream feature and 17M+ total impressions for the program overall. 

Media

Video for TikTok #MyPride Realness Livestream

Produced by

ViacomCBS

Entry Credits