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

#BlackLivesMatter

Finalist in Social Justice

Entered in Real Time Response, Call to Action

About this entry

As a place that fosters connection and conversation, OkCupid wanted to share its commitment to supporting the Black Lives Matter movement and help our users connect over their shared support during the largest civil rights movement of our time. Though our badges historically take 2-3 months of development between the marketing and product teams, the #BlackLivesMatter badge went from concept to launch in 72 hours.

Why does this entry deserve to win?

To drive awareness of the Black Lives Matter movement among OkCupid’s tens of millions of daters around the world, we launched new product features, including a profile badge and in-app questions focused on racial equality and justice, leveraging CRM, earned media, owned media and social platforms to amplify the announcement. 

 

We launched in-app matching questions* in markets around the world addressing racial inequality for users, which have been answered over 1,775,000 times and counting, including:

 

Second, we rolled out the new #BlackLivesMatter profile badge in over a dozen countries where marches and protests were happening. OkCupid users were able to get the badge on their profile by answering “yes” to the question “Do you want to support the #BlackLivesMatter movement by adding a badge to your profile?” 

 

We formally announced the new #BlackLivesMatter badge on OkCupid’s famous blog, sharing each component of the launch, which included: 

 

*OkCupid’s in-app matching questions power the algorithm in matching people we feel are compatible based on their responses to our questions (and other filters). 

Results

After the launch on June 11, more than 575,000 people opted to add the #BlackLivesMatter badge to their OkCupid profiles. Those who chose to publicly support the movement by adding the badge to their profiles were 2.5% more likely to receive a first message and received more likes than those without the badge. They are also 2x more likely to match with a person who also has the badge than someone who does not, and are 10% more active on OkCupid than those without the badge. Clearly, shared support of the movement is important to daters and they want to connect with fellow supporters! 

 

The matching questions caused a huge spike in conversations on our platform around this movement. In fact, there was an increase in the amount of intro-messages once the badge went live. There were over 705,000 responses to our matching questions around the time of the badge launch and there’s been over a 900% increase in “Black Lives Matter” mentions on OkCupid profiles between May and June alone.

 

Press

 

Social

Media

Produced by

OkCupid

Link

Entry Credits