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

Twisted: Unserious Food Tastes Seriously Good

Gold Distinction in Remote Production

Objective

Twisted’s mission is to remind the world that cooking and eating should be fun. We firmly believe that we should throw the rule book out the window when it comes to cooking, and we heartily encourage people to experiment with recipes to build their confidence in the kitchen.

Initially renowned for our incredibly popular ‘hands in bowls’ recipe videos featuring unique twists on classic recipes, we’ve since expanded our repertoire with a full slate of personality-led series.

This year in particular, as a reaction to the global pandemic, we introduced a number of new, personality-led original series designed to keep our audience informed and entertained by providing practical and purse-friendly recipes to help them stay inspired in the kitchen whilst food shortages were increasingly common. Through these newly launched series, we aimed to support our audience with relevant and responsible content at a time when they needed it most.

Strategy

With lockdown sending our teams home and without access to our studios, we thought that our content would be negatively impacted. Instead, the Twisted team reacted with incredible agility, setting up home studios to continue creating relevant content for our audience at a time when they were looking to social, not only for information and entertainment but for connection.

For several months, we planned, filmed and edited videos entirely remotely with the chefs, videographers and editors all living in places with some form of lockdown restrictions. Our videographers worked closely with our chefs to guide them in filming, advising on camera and lighting set up and directing the shoots remotely.

We launched numerous new, original series in direct response to the pandemic. ‘Corner Shop Challenge’ saw the Twisted chefs challenge themselves to create Twisted-level meals with few and inexpensive supplies, creating flavourful dishes for under £5. For ‘What’s In Your Fridge?’ we asked Twisted’s five million Instagram followers to share photos of what they have in their fridge each week, with the chefs creating bespoke recipes with the most common ingredients submitted. 

To help our audience be more economical with what they were cooking while keeping mealtimes interesting and delicious, we launched ‘Shelf Life’, featuring recipes centred around ingredients that have a long shelf life. Inspired by the rapidly growing trend for home baking during lockdown, we launched ‘Bake In’ to inspire bakers of all experience levels - from first-timers to people looking for tips to perfect their baked goods..

Our ‘Food Palace’ series saw one of our chefs create funky food mash-ups from his home in Crystal Palace in south London, and looking beyond our in-house talent, we introduced the series ‘Chefs Making Snacks’, inviting guest chefs to showcase their skills by creating a snack of their choice (with a twist, of course).

The new series were published across our Facebook, Instagram and YouTube channels. In addition to the new original series, we created bespoke 30 second recipe videos filmed entirely from our chef’s phones for TikTok, published behind the scenes footage on Instagram’s Reels and hosted live streams led by the Twisted chefs on Facebook and Instagram.

Rather than attempting to hide the changes to production, a central theme across all of our newly launched series was to acknowledge the global situation and let our audience know that we were facing this adversity together. This approach resulted in more authentic, relatable content and more meaningful connection with our audience.

Results

The success of our personality-driven content and the new series launched during lockdown has led us to generate over 2 billion video views across social platforms since March. 

Our audience has been overwhelmingly receptive to our new content formats. Across 13 episodes our ‘Bake In’ series we generated over 13M million views and 350K engagements, and our ‘Corner Shop Challenge’ series has amassed over 16M million views and 300K engagements.

The launch of our remotely produced series has led to 65% and 17% follower growth on YouTube (1.7M subscribers) and Instagram (5.1M followers) respectively, year-on-year. As well as 228% and 489% year-on-year follower growth on our Snapchat (2.65M subscribers) and TikTok (450K followers) channels, respectively.

Media

Produced by

Twisted

Links