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

Red Robin’s Resilient Strategy

Finalist in Restaurants

Objective

Changing consumer demographics and the continuing evolution of dining trends have led to an increasingly competitive category and declining relevance of the casual dining restaurant segment. In order to entice a new, and younger, diner into Red Robin, it was necessary to deepen the emotional connection with our existing and growing audience. Specifically, we focused on driving actionable awareness of our food and fun, increasing consideration for Red Robin overall, and supporting the growth of our newly launched off-premise offerings. 

Strategy

To evolve our presence on social, we knew it was necessary to evolve our approach. We shifted from concept-driven content development to story-led content development, enabling us to share unique and channel-native executions that told bigger stories and resonated with consumer culture. We focused on fewer, but bigger, messages, allowing us to continuously optimize how we were reaching our audiences.

Specifically, we: 

- LEANED INTO CULTURAL MOMENTS AND MEMES THAT WE COULD PUT A UNIQUE RED ROBIN SPIN ON. We tuned into our core-user behaviors, in terms of their hobbies and interests, as well as meme culture. Examples include the Dolly Parton challenge, the “find someone who” meme, and the Fantasy Draft challenge. 

- INCREASED OUR USER GENERATED CONTENT. We not only reposted images of our food shared by our guests, but also screenshotted tweets from our fans and posted across other channels. This allowed for almost double the amount of content on our channels, while also putting our audience at the center of our strategy. 

-QUICKLY DEVELOPED A MORE AGILE CREATIVE PROCESS IN RESPONSE TO COVID-19. Instead of formal photoshoots, we transitioned to on-the-fly content creation which allowed team members to shoot content at home (visually mirroring our popular, high-performing user-generated content). 

-SHIFTED OUR VISUAL CONTENT FOCUS. With varying and evolving regional mandates for in-restaurant dining during COVID-19, we transitioned away from showing specific locations of consumption, such as in-restaurant or at-home. We shifted our focus to the craveable consumption of our food, highlighting our ownable ingredients and fan-favorite menu items. Additionally, we launched a weekly #FeelGoodFriday roundup, highlighting stories where local restaurant teams played a role in supporting positivity and resilience in their local communities. 

Results

Even with the struggles encountered in 2020, our strategy paid off. The numbers speak for themselves: 

Average Owned Per Post Reach Increased:  

Increase in Owned Average Per Post Reach for User-Generated Content: 

Total Owned Post Reach for 2020 was 12.7M, influencing an estimated $5.3M in sales. 

Total Followers Across Channels reached 2.4M, a 1.76% increase from 2019. 

Media

Produced by

Red Robin Gourmet Burgers

Links