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

Owlet’s Growth and Mission to Keep Every Baby Safe By Empowering Real Parents and Influencers

Silver Distinction in Family & Parenting

Objective

Owlet Baby Care is a health technology company which strives to keep every baby safe and in July 2020, they released the third version of their proprietary Smart Sock Baby Monitor that tracks baby’s heart rate and oxygen while they sleep, and alerts parents if their baby needs assistance. 

On Paid Social, Owlet sees top engagement by leveraging authentic stories from parents that illustrate how Owlet’s Smart Sock has helped them on their journey as new parents, reduced fear, and empowered them to get more rest. There is a strong community of parents within our target audience who actively engage with Owlet’s social content, showing that parents want to give and receive credible information to parents alike. In Q3, 20% of the Facebook budget was allocated on these real testimonial ads and they drove 28% of revenue; however, with COVID fears being so prevalent in 2020, the brand wanted to be mindful of perpetuating fear within the space. Owlet decided to pivot their strategy and lean into influencers promoting the product in a more positive light, to better support parents during this already challenging time.

By reworking our existing strategy to introduce influencer creative, within our target audience we saw that this content resonated deeply with parents. In 2020 we leveraged 40 different micro-influencers, including both moms and dads.

Strategy

 

With Owlet’s new Smart Sock launching in July 2020, we had a great opportunity to capture new parents testing out the brand-new product. After the new product launched, we used influencer to capture authentic, credible recommendations and reviews from a variety of parents across the nation. With the 2020 political climate, we also saw across the landscape that more and more consumers turned to peers and social influencers for trusted recommendations during this time. 

We supported this approach on Facebook and Instagram by testing into influencer creative in August 2020 within our prospecting audiences to capture net-new users, increase visibility of the brand, and drive users to consider a purchase. Due to overwhelming success, we launched the influencer strategy within our retargeting audiences in November and continued to see strong traction throughout Q4. Overall, the new influencer imagery drove a 26% stronger ROAS and a 42% stronger CTR compared to business as usual creative.  

By launching branded content ads on Facebook and Instagram, we were able to promote our content from the influencers' handle with the tag “with Owlet”, to emphasize brand recognition. By adding a Shop Now CTA to the ad, we ensured that users were able to easily click through and potentially convert, driving lift in CVR for this creative compared to business as usual strategy. The strongest creative featured the product in the forefront of the image, but was stylized and highlighted a user-generated-content look and feel.

Results

When testing influencer creative alongside our produced business as usual creative, we gained efficiencies across all key metrics. More efficient CTR and CPCs indicated that users were engaged with the creative. This success was proven down the funnel with a 16% stronger CVR, demonstrating that beyond front-end metrics, our target audience was inspired to convert. 

Testing into this new creative strategy allowed us to ease the creative lift during this period, when production was tricky due to COVID restrictions.

Media

Produced by

Tinuiti, Owlet

Link

Entry Credits