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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Unadventurers

Finalist in Branded Content

Entered in Branded Series

Objective

The Un-Adventurers chronicles the story of three individuals who have never left their home state. Along with their nominator, our host Selema takes them on the road for the very first time. The first episode follows Porsha, a single mom from Douglasville, GA, who works for an airline cleaning planes, but has never traveled by plane herself. In episode one, viewers will see the journey from her hometown to Florida, where she travels over her first bridge, and dips her feet into the ocean for the first time. The second episode spotlights Jay, a devoted dad and aspiring stand-up comedian who builds up the nerve to not only get out of his state, but to perform comedy in front of a live audience. While the most recent episode follows Santiago, where his sense of adventure and dream of serving his community is re-ignited.

Strategy

Consistently build familiarity and consideration of the larger Hyundai brand through a compelling and inspiring original video series.

The goal is for Hyundai’s target to come to expect the brand in certain places, next to certain media brands and with certain people. After time, our hope is that the affinity our target has for these places/brands/people will begin to rub off on the Hyundai brand.

Join us for the Un-Adventurers: a series of aspirational road trips that celebrate the stories of real people taking journeys they’ve always dreamed of, with our host behind the wheel of a Hyundai as the hero that brings them there.

Results

470 consecutive days of streamed content 
From only 72 minutes of produced content

Premiered within the top 10 of ALL Tastemade series (new and returning series in 2020)

32 Million Earned Media Impressions

56% lift in Recall for the brand 
(+11% higher recall than the average Auto integration) *Comscore Ep 1 + 2 

23% lift in Purchase Intent
 (+8.5% higher purchase intent vs. auto integration average) *Comscore Ep 1 + 2 

40% lift in Brand Sentiment  
(+11% higher lift vs. auto integration average) *Comscore Ep 1 + 2 

49% increase in social followers across all channels
*Comscore Ep 1 + 2 (Increasing to an average of 747 new fans per day)

247% increase in instagram followers
*Comscore Ep 1 + 2

20% increase in daily search activity 
*Comscore Ep 1 + 2 (during campaign vs. prior period)

The Un-Adventurers debuted as the second highest branded series and performed +20% better than the average branded series.

Media

Produced by

INNOCEAN USA, Hyundai Motor America

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!