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

From the 5th Annual Shorty Social Good Awards

Big Yellow

Winner in Fashion, Beauty & Luxury

About this entry

Co-founded by Julie Schott and Brian Bordainick in September 2019, Starface is a skincare brand changing the conversation around acne. Acne is a universal skin condition, yet mainstream skincare marketing perpetuates the idea that acne is bad. Whether it’s through a blurred out photo in a magazine, or using words like “blemish” or “cover up” on product packaging, acne has traditionally been seen as something that needs to be “fixed” or “battled.” 

To combat this negative stigma, Starface was created to inspire confidence and self-acceptance. With creative branding and a company ethos that leads with optimism and positivity, Starface launched with Hydro-Stars, effective star-shaped hydrocolloid pimple patches, that encourage users to draw attention to their pimples rather than hide them (contrary to the traditional clear patches on the market). Hydro-Stars are held in a smiling reusable pod, affectionately known as Big Yellow, who has become an animated personification of the patches, and a voice for the brand to connect directly with consumers.

Why does this entry deserve to win?

In contrast to most skincare and beauty brands within the market, Starface rarely uses human faces throughout social and general branded campaign imagery. Instead, Starface puts forth Big Yellow as a ‘spokesperson’ to share company updates and the center of engaging content on social media. Note, when people are featured across Starface’s channels, they are always members of the Starface community as a way to celebrate the brand’s collaborative community of creators and individuals.

This deliberate choice of branding has been a part of Starface’s ethos from the very beginning. Keeping in mind this approach to the ‘Starface voice,’ Big Yellow was created as an innovative way to connect with consumers and create an open dialogue about skincare, individuality, and self-acceptance. With teens and young adults being a large demographic of the Starface customer base, it has been a priority for the brand to not only address misconceptions around skincare concerns, but provide light-hearted commentary on trends and current events through a thoughtful, optimistic lens and approach. 

Across various social channels - including Instagram, TikTok, and Twitter - Big Yellow weighs in to not only normalize acne, but also comment on timely cultural news or moments with a playful sense of humor. Big Yellow does not follow the traditional social constructs that face young adults, so is instead able to celebrate and encourage a unique sense of individualized identity within the Starface community through its fun personality and uplifting of others. 

Through the creation of this character, Starface has not not only been able to continue the ongoing conversation around acne and skin acceptance, but also found relatable ways to engage with its customers in an authentic way whether that be about social media trends or current societal issues. This includes anything from utilizing lyrics to a trending song within a post, or creating a meme account (Which Big Yellow Are You?) as a new way to reach and entertain the Starface community. Not only does Starface see the importance of engaging with its community, but also encourages those within it to take a stance on current social issues. This led to the launch of the brand’s permanent collection of Rainbow Hydro-Stars that allocates all net proceeds to the Black-Led Movement Fund and the Hetrick-Martin Institute for LGBTQ+ youth. The development of Big Yellow and Starface’s investment in its community has ultimately been able to break the barrier between brand and consumer, fostering organic dialogues around not only skincare needs, but larger current events and movements.

Results

In just a year since the brand launched, Starface has become a key player on social media, specifically through TikTok. Starface is leveraging TikTok to highlight the visual nature of Big Yellow and Hydro-Stars through various events and engaging content, allowing the brand to further its mission of destigmatizing acne. 

Earlier this year, Starface hosted two TikTok creator kickback events to build a community and generate original content featuring Big Yellow and Hydro-Stars. Creators were able to connect with one another and create organic content, resulting in 17.2M total impressions and a 200% follower increase on the platform. Through creatively leveraging Big Yellow, Starface has successfully fostered a new sense of community amongst Gen Z, opening up a new dialogue around acne acceptance amongst teens and young adults. 

Additionally, Starface has seen significant growth on Instagram following the tremendous response and engagement from customers with Big Yellow. The brand has seen a steady 15% increase in sales month over month, and since launch, has sold over 100,000 units of their signature product, Hydro-Stars. Starface has also reached an international audience, recently launching in the UK and Canada, where Big Yellow has continued to resonate with customers around the globe. 

Media

Video for Big Yellow

Produced by

Starface

Links

Entry Credits