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

Tumblr

Winner in Brand Redesign

Objective

The rarest thing that you’ll ever see on the internet is a second act. Things change quickly online; most brands only really get one run in the spotlight. But Tumblr isn’t most brands - even as new platforms have emerged and taken center stage within the culture of the internet, Tumblr’s influence and importance have continued to play an outsized role in defining what “online” looks like and feels like. They came to us to help bring their brand into the present day. We said “fuck yeah.” 


 

Strategy

We realized that we could find success by leaning into the problem we were being asked to solve - namely, that Tumblr had been around since forever. To most people, that meant Tumblr was old - but to us, it meant that Tumblr was a walking compendium of internet culture, a Library of Alexandria of the GIF era. So we reworked Tumblr’s presence across social to ladder back to Tumblr and the untold millions of receipts found all over their platform. We developed a series of creative wrappers for screenshots of Tumblr content which recast the greatest posts, notes, memes, and gifs in a more contemporary light - taking care to honor the original posters’ intent the whole way. And then we started mining the platform’s richest niches, surfacing content which plays very differently today than when it originally went up. 


 

Results

To date, we’ve doubled Tumblr’s engagement on both Twitter and Instagram while also getting some incredible co-signs from native users like Jacob Sartorius. But, honestly, the most important results were the 1:1 interactions we had from fans who couldn’t be happier to relive Tumblr’s greatest hits - both the ones who’d been there the first time around and younger audiences taking their first step into a larger world. 


 

Media

Produced by

O2, Tumblr

Links

Entry Credits