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

Look Good. Do Good.

Winner in Environment & Sustainability

Silver Distinction in Fashion, Beauty & Luxury

About this entry

At Sperry, we see a cycle in our beloved waters that we can’t ignore. Eight million tons of plastic enter our oceans every year. And by 2050, there will be more plastic in our oceans than fish.

As a brand that’s anchored by the power and beauty of the sea, we couldn’t sit back and do nothing. That’s why, in March 2019, we drew on founder Paul Sperry’s innovative spirit and launched “Look Good. Do Good.” -- a mission to sustain the waters that stretch the globe and connect us all.

The campaign’s first step toward change is Sperry BIONIC(R), a collection of our best-loved boat shoe and sneaker silhouettes made with BIONIC material, which is spun out of plastic recovered from marine and coastal environments.

Our goals:

Why does this entry deserve to win?

Launch a multi-channel marketing program (paid, owned, earned) to activate our core audience and introduce a completely new eco-conscious customer to the brand through our BIONIC product and our sustainability mission.

Sperry’s entry into sustainability demanded powerful and consistent storytelling across touchpoints. We determined our greatest window of opportunity to be World Water Day through Earth Day (March 22nd, 2019 - April 22, 2019), and stood behind our message for this entire length of time. Even our profile photos were updated to feature a special recycling-inspired logo!

To disseminate our message, we focused our resources around three key social communities -- Facebook, Instagram and Snapchat -- and drove to a dedicated landing page on sperry.com. In addition to our owned brand channels, we also activated a select group of sustainability influencers to help us establish credibility within this global conversation.

KEY INITIATIVES:

Results

Leaning into key consumer moments -- World Water Day and Earth Day -- made our sustainability message and product launch relevant and impactful. Through our Look Good. Do Good. platform, Sperry has helped to repurpose half a million -- or four tons -- of plastic water bottles collected from marine and coastal environments. That’s half a million plastic water bottles that won’t end up in our waters. And we’re just getting started.

KEY CAMPAIGN RESULTS

Raw Numbers - Social Performance

Media

Video for Look Good. Do Good.

Produced by

Sperry

Links

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.