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

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Disability Awareness

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Gender Equality

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Environment

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

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Facebook

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Triller

Tumblr

Twitch

Twitter

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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

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Integrated Experiences

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Live Events

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Television

Real Time Response

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User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

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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

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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

VH1's RuPaul's Drag Race S12 RuVeal

Finalist in Twitter Video

Entered in TikTok Presence, Live Streaming Video, Twitter

Objective

Ultimately our goal was to harness the uniquely interactive power of Twitter to create a memorable experience for fans. Every season the RuPaul’s Drag Race Season 12 Queen RuVeal, or cast announcement, is an integral part of our pre-season content strategy and significant performance driver across social channels. For Season 12 we wanted to explore a new and innovative way to launch the campaign and Twitter proved to be the best platform to execute our vision. We aimed to utilize their assortment of interactive tools in ways that were best in class but still tailored to our original content. The results were record breaking.

 

Strategy

The Season 12 Queen RuVeal was the sum of many interactive parts. Our one-day campaign, released exclusively on Twitter, kicked off with a UGC stunt urging fans to share their favorite moments in Drag Race herstory and continued with a number of native tools including Tweet to Unlock, Set to Remind and Custom Emojis, finally culminating with a Twitter live stream of an original runway video. Immediately after the live stream we also launched custom creative tailored to our other priority platforms. Each of these tactics contributed to the massive conversation that surrounded the campaign and its groundbreaking success.

 

Results

To date the RuVeal has garnered over 3.6M video views and 172k engagements— a series high only beat by the All Stars 6 RuVeal that followed. Creating a sense of community and fan interaction is key to the Drag Race brand and we were able to tap into those fundamentals with this program.

Media

Produced by

ViacomCBS

Entry Credits