WINNERS WILL BE ANNOUNCED AT THE DIGITAL CEREMONY ON MAY 3RD! SUBSCRIBE TO WATCH!

12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 4th Annual Shorty Social Good Awards

Just Donate It

Winner in Real Time Response

About this entry

On September 2018, Nike finally joined the conversation regarding Colin Kaepernick. Kaepernick had been kneeling throughout the National Anthem in protest of violence by the police toward African Americans. The backlash was immediate, as several die-hard Nike fans who opposed Kaepernick’s actions immediately decided that they’d rather burn the sneakers they loved so much than stand with a company that celebrated “treason.”

A social media campaign in real-time that mimicked Nike’s Colin Kaepernick campaign using the same look and feel but featuring real people in need of shoes. Just two simple but powerful posts with a tweak on the classic Nike tagline: Just Donate It. A quick response to point out that there were better ways of getting rid of your Nikes.

Why does this entry deserve to win?

What we heard loud and clear was the outrage from Nike fans – some clamored for common sense, others for people to do better things with their sneakers than just burn them; jumping in on the conversation was the logical step for us.

On September 6, 2018, during a big game on Thursday Night Football between two of the top NFL teams, the Atlanta Falcons and the Philadelphia Eagles, Nike aired its controversial spot on national television. That same night, being aware of all the polarizing reactions, we posted our campaign on all the Angel Bins social media platforms.

The campaign was created and posted in real-time, quickly reacting and becoming part of the conversation while it was extremely hot.

Results

Our message spread in a flash and was shared organically on major social media platforms. With zero dollars invested, the final outcome exceeded our expectations. We earned a global reach and 14M media impressions, which helped to create awareness and increased site traffic for Angel Bins via the call to action #JustDonateIt and by being part of an intense conversation around that time. Traffic to Angel Bins social handles increased by 697% in the month of September vs. 3 months prior/after. Traffic to Angel Bins social handles increased by 697% in the month of September vs. 3 months prior/after.

Media

Video for Just Donate It

Produced by

Alma DDB, Angel Bins

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

the 12th annual shorty awards will take place on may 3rd.