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

YouTube's This or That

Finalist in Instagram Stories

Objective

YouTube, alongside its social media agency, XX Artists, set out to develop a creative, uniquely YouTube, approach for its owned Instagram Stories that would increase overall engagement with its global audience. The pillars for a successful new IG Stories program: organic, champion creators and their content, and engage viewers across all story frames, beginning to end. 

Strategy

Together, YouTube and XX Artists crafted an IG Story format rooted in trending topics, gamification of native tools, and the celebration of cross-genre and international creator content. The content format that emerged was titled This or That; an interactive IG Story series that asks audiences to choose their preferred activity, content, or trend within a series of Story frames that showcased cuts of YouTube creators’ content spanning a variety of topics. 

XX Artists’ tactical implementation of this campaign included:

Across the span of 2020, YouTube posted forty-seven This or That IG stories with creators engaging their audience executing six different topics: Summer, Hispanic Heritage Month, Ways to Learn, Spooky Season, Gaming, and Thanksgiving. This series included creators from eight countries: the United States, Japan, Mexico, Brazil, Germany, Korea, Canada, and the United Kingdom. 

From hiking to indulging in ice cream to yoga with puppies to self-care to (at home) dance parties, This or That featured the most popular internet themes that brought audiences joy, solace, and comfort in 2020. 

Results

This or That has become one of YouTube’s best performing Instagram Story content series of all time. More detailed results can be found under confidential information. 

Media

Produced by

XX Artists, YouTube

Link