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

vitaminwater: wet_fam

Finalist in Online Community

Audience Honor in Online Community

Objective

In 2020, we turned 100 of our superfans on social into sponsored ambassadors of vitaminwater, with the intent to subvert the influencer industry as a whole by proving that anyone and everyone has the opportunity to receive a sponsorship from a major brand. Our goal was to elevate the ways that vitaminwater rewards and engages with its most zealous fans and, in return, encourage them to be even more loyal to the brand than before.

Strategy

Every superfan group needs an appropriate name to set itself apart from the rest. For vitaminwater, that name was “wet_fam,” an inclusive group open to people from all backgrounds regardless of how many followers they had, so long as they loved vitaminwater.

We unfollowed everyone on Twitter, including big-name celebrities, in exchange for exclusively following our wet_fam members. We gave each of them a digital swag kit to update their social profiles with things like branded Twitter headers and a faux contract to pin at the top of their newsfeeds. We even sent them physical swag kits for them to rep wet_fam and vitaminwater IRL, including product and wearables such as hoodies, sweatpants, patches, pins and t-shirts.

As 2020 began to take a turn, however, vitaminwater went mostly silent on all of our social channels. All, except one. In order to not leave wet_fam out to dry, we created a private server on the community-building platform Discord and invited every member to join us exclusively. What started as a space for us to connect with our superfans became a source of inspiration and insight, as we got to learn more about wet_fam than we ever could on larger channels such as Twitter and Instagram. We asked them about their interests, aspirations and concerns in 2020—unsurprisingly, financial uncertainty was a recurring topic.

So, vitaminwater took it upon itself to dish out nutrient-enhanced stimulus checks to everyone in wet_fam, sending them $250 via PayPal just for telling us what they would do with the funds. Some made donations to charity. Others put it towards student loans and major bills. A few used it to secure more holiday gifts for their family and neighbors. As a result of Covid-19 putting a halt on our marketing spend, vitaminwater put that money to even better use: serving its most loyal community.

Now, wet_fam is a well-recognized group within our larger social following, and there’s no shortage of people asking vitaminwater for their own nutrient-enhanced sponsorship. Our goal is to grow wet_fam’s membership moving forward and further democratize the influencer industry, whether you’re someone with 5 followers, or 5 million.

Results

 

While our 100 wet_fam members make up less than .0007% of our total Twitter following (~145k), they ended up generating 2% of vitaminwater’s total social conversation.

Additionally, we saw a growth in conversation from users that are now in wet_fam increase by a total of 31% from the previous year.

This positive engagement from wet_fam helped drive an overall 93% favorable sentiment on Twitter, surpassing our benchmark from the previous year by 4.5%.

Finally, by leveraging Discord to give wet_fam members a place to connect, share and contribute to vitaminwater’s actions on social, we’ve received an outpouring of sincere appreciation from our superfan community, with them saying things such as:

“I am literally so happy to be a part of this group.”

“One of the kindest companies I have ever had the experience of getting to know.”

“The Wet_Fam has been the best thing to happen to me, y’all are amazing humans.”

Media

Produced by

Havas Atlanta, Moxie, Social Center, vitaminwater (The Coca-Cola Company)

Links

Entry Credits