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12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization is 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

PetSmart Charities Donor Appreciation -- Sponsored by You

Finalist in Animal & Wildlife

Entered in Nonprofit

About this entry

“Where do my charitable donations really go? Am I really helping make a difference?”

For 25 years, people have been donating at the PINPad in PetSmart stores — an obligatory reflex that almost never merited a second thought.  But a dollar here and a dollar there, over decades, has been the source of life-changing impact for pets and their humans via grants from PetSmart Charities. We felt it was time to show our appreciation and raise a little awareness for PetSmart Charities, turning that PINPad press at the check-out counter into something intentional and rewarding for donors. Rather than just talk about ourselves, we turned the spotlight on everyone who makes PetSmart Charities possible in the first place. To do this, we created an integrated marketing campaign built around one idea: everything that PetSmart Charities does, is Sponsored By You.

Why does this entry deserve to win?

Since the organization’s inception in 1994, every donation PetSmart Charities has received has helped nearly 9 million pets find homes, helped fund over 4,000 animal welfare organizations, and assisted countless pets and people in need. Impressive statistics, yes--but numbers alone couldn’t do these stories enough justice. This creative campaign needed to do two things: 

  1. Thank donors for their contributions - no matter the size
  2. Highlight the amazing (and emotional) programs their donations fund, such as emergency relief services, pet therapy programs, and accessible veterinary care - with the goal of inspiring future donations

Each moment our content studios team captured turned dollars into impact, and donors into sponsors of feel-good moments and life-changing relationships between pets and people. 

The :15 and :30 second commercials aired in the U.S. and Canada, while the :60 second version was the center of our paid campaign on YouTube. We supplemented this with social content, cross-promotions with our animal welfare partners, and in-store touchpoints at PetSmart stores. Every element showcased the bond between pets and people - each bond made possible thanks to the millions of dollars donated to PetSmart Charities.

Results

We knew people and puppies were a formula for success, but the Sponsored By You story and creative placements outperformed every expectation. 9 out of 10 customers said they were more likely to donate after seeing the ad—and that’s just the beginning. In the first two months, this integrated marketing campaign resulted in: 

*(best in class, according to a Google study based on studies from Retail vertical(s))

Media

Video for PetSmart Charities Donor Appreciation -- Sponsored by You

Produced by

SPARK, PetSmart Charities

Link

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 final deadline FOR voting and entering in the 12th annual shorty awards is on thursday, FEB 20TH.