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

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Social & Racial Justice

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Humanitarian Aid & Developing Nations

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Health & Wellness

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Grassroots

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Reddit

Snapchat

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Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

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Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

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Community Management

Community Management

Engagement Tools

Access & Rewards

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Live Events

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Television

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User Generated Content

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Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

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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

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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

Toyota + VMAS 2020

Winner in Media Buying Strategy-Large

Objective

The Toyota and MTV Video Music Awards partnership was the perfect opportunity to launch the Today’s the Day campaign. Toyota wanted to boost brand appeal and purchase consideration among Millennial, Gen Z, and multicultural audiences. Through ownership of the Maluma and CNCO Remote Performances and the StanCam social opportunity, Toyota utilized on-air, digital and social properties to further engage fans.

 

Strategy

To kick off Toyota’s Today’s the Day sales campaign, Toyota and Viacom Velocity leveraged the cultural impact of the VMAs to create a multi-channel campaign that showcased Toyota vehicles in one of the most dynamic editorial moments of the show — the VMA remote performance. This year’s execution was themed around the feeling of togetherness during a time of uncertainty brought on by COVID. Toyota’s sponsorship of the Maluma and CNCO performances was one of the first executions in an award show environment to tap into the drive-in format to bring fans together safely. As one of the few truly remote performances of the year, it provided the perfect setting to highlight the Toyota vehicles as an endemic part of the performance narrative. This partnership provided an opportunity for Toyota to forge meaningful connections with Maluma's and CNCO’s fan bases at a hyper-relevant time in their careers.

To maximize Toyota’s impact within the show, Viacom Velocity again employed a branded content model, converting two minutes of Toyota’s commercial inventory into true VMA editorial content. This storytelling framework allowed us to tell an authentic brand story for Toyota via an in-show branded creative leading into the Toyota-branded remote performance. Through the custom J.Balvin-inspired piece, Toyota wanted to drive home the message of community. The piece showed the collaboration of various up-and- coming NY artists singing “Mi Gente” in their own diverse genre styles.

To further engage viewers at home, MTV, Toyota and Twitter partnered on the Twitter StanCam where we polled fans in real time to vote for the behind-the-scenes content they wanted to see.

Results

The campaign delivered nearly 81M impressions across social, 780k fan engagements and 6M video views. The VMA elements drove interest and engagement with audiences; viewers were 60% more likely to engage online with Toyota in the minutes immediately afterwards compared to a typical Toyota ad.

According to social listening studies, the sponsorship drove overwhelmingly positive sentiment around the Toyota sponsorship elements, with 90.4% positive comments. Toyota was the most-mentioned brand on social across all VMA-related content as stated by Viacom. Also, Toyota brand opinion grew to 91% among VMA viewers.

Media

Produced by

Viacom Velocity, Viacom, Saatchi, Conill, Zenith, Toyota

Entry Credits