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Special Project

Special Project
From the 14th Annual Shorty Awards

ShopTYT: 9 Days of Impact

Audience Honor in Retail & E-Commerce


In 2021, TYT reshaped holiday shopping as a whole with giving back in the forefront. In the past we have focused marketing around Black Friday and Cyber Monday, this year the grand finale is Giving Tuesday. We will have nine days of promotions highlighting a different nonprofit or charity connected to one of our core values. A portion of sales on that day will be donated to a specific organization, including Planned Parenthood, The Trevor Project, the Committee to Protect Journalists, and many others.

Strategy and Execution

Starting on Monday, November 22nd ShopTYT began the 9 days of impact campaign to rethink holiday shopping and put the focus on giving back. The campaign was visible across Twitter, Instagram, and Facebook. Here’s one of the announcements:




Rather than focusing on consumerism this holiday season we are allowing people to use their buying power to support causes that they believe in. As part of this campaign, TYT was able to donate to organizations like the NAACP Atlanta branch, the Trevor Project, Sunrise Movement, and the Committee to Protect Journalists.


Entrant Company / Organization Name

ShopTYT, ShopTYT