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

Wunnascopes

Finalist in Filter/Lens

Entered in Creative use of Technology

Objective

Astrology served as the main theme throughout Gunna’s Wunna album release. With the intent to connect Gunna to astrology, Wunnascope, a highly engaging fan experience with a unique spin on astrology through the lens of Hip Hop’s biggest artist, Gunna, was created to bridge the two. The aim of Wunnascope was to create a unique fan experience that would promote engagement among fans of the artist and of astrology, drum up exposure for the new album, and attract new Gunna fans. 
 

Strategy

To bring Wunnascope to life, 300 Entertainment utilized the Community app, custom Instagram lenses, and drove attention to the project through Influencer/Athlete support. Wunnascope provided a twist on the traditional horoscope with unique readings in the voice of Gunna. 

Following the release of the album, the Wunnascope campaign rolled out across three different digital platforms: Instagram, Gunna’s Website, and the Community Text app. Over the course of three weeks, fans were treated to Wunnascope readings based on their sign every Wednesday. The Wunnascope content was also optimized to best fit the functionality of each platform to ensure the best results. 

As a way to give life to Wunna, Gunna’s Alter ego, the promotional finsta account @Wunna was created to showcase content from the album and served as a key platform to share the Wunnascope readings. Tailoring the content to Instagram’s format resulted in a visually compelling feed that helped to increase engagement on both the posts and the account. Additionally, an Astrology-inspired Instagram lens was created that allowed fans to cycle through the different signs by tapping on the screen as music from Gunna’s new album plays. 300 frequent collaborator, Get Engaged agency, gathered a roster of Celebrities & Athletes, with a total reach of 16.3 million followers, and helped to bring more attention to the album release and Wunnascope through an Influencer campaign.

The Community text app rollout began on May 17th, with a text delivered to fans asking them to respond with their own astrological sign. Each fan’s unique response was then used to sort them into the Community group respective of their sign, which was then used to distribute their weekly Wunnascope readings. 

On Gunna’s official site, the main landing page was transformed into an interactive Astrology module that allowed fans to receive their “Wunnascope” readings by entering in their birth date. The readings were done by The Hood Healer, an astrologer and spiritual healer. The website also provided more depth by presenting fans the opportunity to receive their Natal Charts via Co-star.

Results

On top of Gunna’s pre-established fanbase, the additional exposure of Wunnascope led Wunna to sell a total of 111,000 albums in its first week and debut at #1 on the Billboard Top 200 Albums chart, a first for Gunna. 

Through the three-week duration of the Wunnascope campaign, which ran between May 17 and June 11, 2020, Gunna’s Community acquired over 15,000 new fans, marking a 597.35% growth rate on the platform. With the influx of new fans that subscribed to Gunna’s Community channel, the platform was then used to promote the album, its singles, and its music videos. The campaign received immense praise from both fans and press for its unique and engaging approach, with many fans deeming it “...the best rollout of a music project all year.” The campaign was covered by ComplexHotNewHipHop, HipHopDx, Highsnobiety, and more, which have a collective reach of 25+ million Unique Visitors Per Month. 

According to a social listening report that pulled data from all platforms, including Twitter, Facebook, Instagram, Youtube, etc. between May 14th and September 14th, 2020, the album campaign had 32M total engagements, 7.8B potential impressions, 1.6M unique authors, and a 50% positive sentiment. The Wunnascope campaign earned a 71% positive sentiment, with 4.2M potential impressions and 342.9k total engagements. The Wunna Zodiac filter had 2.9M total impressions, 2.3M story impressions, 628k camera impressions with 144k+ filter captures, 20k+ filter shares, and 16k filter saves. 

Media

Produced by

300 Entertainment, Gunna

Links