CHECK OUT THE SHORTY SOCIAL GOOD FINALISTS SEE THE LIST

5th Annual Shorty Social Good Awards Categories

Entries are now closed. Finalists will be announced in mid-October!

GIVING TUESDAY FILTER

Finalist in Developing Nations

Entered in Instagram

Objective

To develop a creative way to tell the story of the brand’s mission and foundation in an engaging and entertaining way on a day where giving back matters: Giving Tuesday.

Strategy

We created the first ever “Donate a Smile” filter for Instagram. Using augmented reality technology, we developed a filter that reacted to a smile by showing the user the place where Laughing Man® Coffee comes from. Ahead of Giving Tuesday, we created short videos to tease the filter, and on the day itself, we got Laughing Man® Coffee co-founder Hugh Jackman, as well as other influencers, to post about using the filter to donate to the foundation.

Results

Content promoting the filter reached nearly 13 million impressions, and in-feed organically had a 7.6% engagement rate, which is 6% higher than the industry average. The filter itself had over 155,000 impressions, and the brand saw an almost 4% increase in followers in one day.

Media

Video for GIVING TUESDAY FILTER

Produced by

Havas New York, Laughing Man Coffee Company

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, Snapchat, and the rest of the social web.

winners and honorees will be announced at the shorty social good awards digital ceremony on november 19!