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

West Elm Zoom Backgrounds

Gold Distinction in Emerging Platform

Entered in Real Time Response

Objective

As the Covid-19 pandemic escalated in March 2020, millions of people found themselves turning to a new platform for the first time: Zoom. With that mass transition to work-from-home life, many people had to face the fact that their real-life meeting backgrounds were pretty lackluster. A dark bedroom, a half-decorated office, a messy kitchen or just a boring blank wall – there were plenty of reasons not to want your colleagues to see inside your home. At the time, Zoom’s built-in “virtual background” offerings were unrealistic (like a solar system or a palm tree) and not necessarily personable, stylish or characteristic of work settings. 

 

At West Elm, we recognized our everyday content, inspiration and eye for design could help millions solve this problem by quickly leveraging our beautiful imagery to highlight 14 West Elm “Approved” Virtual Backgrounds using our original, modern and swoon-worthy interiors photography. You can see the blog post here. The best part is...all images were captured in real-life living rooms, bedrooms, offices and more furnished with modern West Elm furniture and accessories from our lifestyle shoots with partners and creators around the globe! The goal was to solve a new problem that people around the world were facing by providing a free and easy-to-understand tool (virtual background downloads), while serving up West Elm’s signature style, aesthetic and content to new audiences in a unique, unprecedented way.  

Strategy

In order to seize this opportunity as quickly as possible, we published a blog post on March 18, 2020, with 14 downloadable virtual backgrounds (“Download: These Video Conference Backgrounds Will Let You Dial-In from Your Dream Home”). We knew that by sharing our photography in this way, we’d be able to solve a timely, universal problem with the potential to generate an immeasurable amount of organic brand awareness. When someone joins a company-wide Zoom meeting with a West Elm virtual background, that’s incredibly valuable exposure easily spread by word of mouth. In the months following the blog post and as the pandemic progressed, dozens of brands have followed suit with their own version of virtual backgrounds. To our knowledge, West Elm was one of the very first to do so in a truly inspiring, approachable and original manner - particularly in the home retail space. 

 

The photos we chose to turn into Zoom backgrounds are from photoshoots of real-life homes, so they look incredibly realistic. They look real enough that you might be able to fool your boss into thinking you redecorated, but beyond that, it’s a light-hearted conversation starter to show people what you *wish* your dream home looked like. The fact that these Zoom backgrounds feature clean, modern, aspirational designs also makes them appropriate for all settings, from a virtual happy hour to a serious work presentation.  

 

In the blog post, you can click on links in to shop all the furniture you see in the photo and see a full tour of the home published on West Elm’s blog, Front + Main. 

 

Once we published the blog post, we promoted the backgrounds through owned marketing channels including social media, website and email. We began sharing the concept with media contacts to secure earned press coverage and further broaden the content’s reach with 917 million total earned media impressions.  

 

After the success of the first batch of Zoom backgrounds, we published updated Zoom background roundups for happy hours, Halloween parties, Christmas gatherings and more

Results

As one of the first brands to release Zoom backgrounds in an intentional and consumer-focused way, we earned viral press coverage in publications including the New York Post, Apartment Therapy, Fast Company, Domino, marketing trade recognition such as Ad Age and a feature segment on the Today Show. Our earned media generated an astounding 917 million consumer impressions.  

 

The campaign saw an impressive organic response and was praised by customers, marketing commentators and everyday Zoom users for its usefulness in a challenging time. Highlights from Twitter included: 

 

The original post was the most viewed page of all time on West Elm’s Front + Main blog and received 4,770% more traffic than the average blog posts. It also received 8x more pageviews than the #2 most trafficked post of 2020. 

Media

Produced by

West Elm

Links

Entry Credits