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

Virtual HBCU Homecoming

Finalist in Education, Digital Pivot

Audience Honor in Education

Entered in Live Events, Online Event/Activation, Live Streaming Video

Objective

Some might say COVID-19 caused a triple pandemic across Black America – impacting health, housing, and employment.  But it has also severely impacted 107 Historically Black Colleges and Universities that educate more than 228,000 students across America. A core component of HBCUs is undeniably Homecoming. This annual event is a time for students, faculty, alumni, and the Black community to celebrate its rich history, culture, and contributions to society. Because of COVID-19, there was no traditional homecoming scheduled for any HBCU in 2020 – depriving students of this deeply rooted tradition and having a detrimental financial impact on the Black economy. 

The objective is to deliver a virtual HBCU Homecoming event that encompasses the traditional activities the Black community has come to expect and enjoy during Homecoming. Although football is canceled, virtual Homecoming will deliver five-days of entertainment, education, unity, school pride, and a sense of fellowship during this unprecedented time of social distancing.  

Virtual HBCU Homecoming's goal is to bring a sense of normalcy to the Black community, celebrate Black traditions, and reach those who would not ordinarily attend a traditional HBCU Homecoming. Donations will be used towards student scholarships, university beautification projects, and general HBCU funding.

"You can’t stop Homecoming; our culture is too big, and our HBCU community deserves more. These times have proved to be trying, but we are going to give HBCU students everything we have," said Corey Arvinger and Justin Phillips, CEOs and co-founders of Support Black Colleges, in a joint press statement.

Strategy

The Support Black Colleges clothing line contracted production company, L2C Studios, and creative agency, Studio Ten85, to create and deliver a unique compilation of video content to the HBCU community. The strategy was to be methodical and thoughtful in approach and deliver the right content at the right time – using the right platforms and partners. We identified Black-owned businesses that understand the HBCU community and created a team of subject matter experts to further our objective.

Day One – Virtual Opening: The virtual Homecoming kicked off with our hosts, Pretty Vee and Darren Brand of MTV’s Wild ‘N Out, and a musical performance by 2Chainz. Result: After multiple days of pre-event social media marketing, the on-demand opening had 12k video views.

Day Two –Financial literacy and “Pitch Please” Competition: A financial literacy seminar led by celebrity Anthony Anderson and Morgan Stanley. This event was filmed virtually with a live panel discussion. The “Pitch Please” segment allowed contestants to dial in and remotely pitch their ideas to a panel of judges for an opportunity to receive mentoring, funding, and/or marketing. Result: The financial literacy and pitch please seminar netted 13.7k video views.

Day Three – HBCU Sports Culture:  This panel discussion, featuring Chris Paul and Dion Sanders, shared professional athletes' experiences and provided advice on keeping your head in the game. Result: This panel outperformed all other Facebook content due to an innovative concept called cross-posting. We worked with FB Sports on the effort that netted over 110k video views.

Day Four – The Main Event: The celebration featured entertainers 2Chainz, Ari Lennox, Mulatto, Moneybagg Yo, and others, plus notable leaders of various fraternity and sorority organizations. We partnered with Stomp Wars to stream their step show competitions leading up to our main event. This event was our most diverse and compact segment, resulting in an impressive 30.3k video views.

Day Five – Gospel Concert: This gospel concert included performances by Marvin Sapp, Kierra Sheard, Koryn Hawthorne, and Kirk Franklin- who each provided a personalized HBCU message. This event netted 6k video views.

We also provided mental health discussions, fitness sessions, and an on-location segment at Slutty Vegan, a growing black-owned business in Atlanta throughout the week. 

Results

While we continue towards our financial goal, we are confident that the HBCU Virtual Homecoming successfully delivered its inaugural program and filled a void in the HBCU community. 

The event received nearly 200K video views on Facebook and YouTube and had over 8k social engagements. Specific metrics for content @SupportBlackColleges include:

The top three takeaways:

  1. The audience preferred Facebook for viewing. 
  2. Instagram netted the highest engagement at 9.7% (5%+ industry standard)
  3. The content was significantly popular with non-followers at 90.85%, resulting in 2k+ new YouTube subscribers.

 

Celebrity Testimonials:

"The pandemic had a huge effect on many touring artists this year, including myself," Ari Lennox said in a press statement. "I’m super excited to be performing virtually with Support Black Colleges during their HBCU Virtual homecoming. I’m looking forward to the world opening back up and being able to see my fans once again."

"HBCUs have supported my career for over twenty years. With such continuous change this year, I’m grateful to SBC for putting together this Virtual Homecoming to bring hope, love, and inspiration to our future leaders. Me and my RCA Inspiration family are going to do our best to leave you encouraged on Sunday." said Kirk Franklin.

 

Media

Video for Virtual HBCU Homecoming

Produced by

L2C Studios LLC, Support Black Colleges

Links

Entry Credits