finalists for the shorty social good awards have been announced see finalists

3rd Annual Shorty Social Good Awards Categories

See below for official categories. The final entry deadline is September 20th, 2018.

The 11th Annual Shorty Awards will open for entries on October 22nd, 2018.

From the 5th Annual Shorty Awards

Huggies Baby Shower Planner

Finalist in Pinterest Brand Presence

About this entry

Huggies Baby Shower Planner is a first-of-a-kind social ecosystem that takes expectant moms and their shower planners through the planning process, from theme inspiration to invitations. It's a whole new idea in content creation that exhibits to moms just how the HUGGIES® brand is there from the very beginning of her journey. As a first-of-a-kind social ecosystem, Huggies Baby Shower Planner takes moms and their shower planners through the whole planning experience, from theme inspiration to digital invitations. The first diaper brand that mom experiences is crucial to developing a long-term relationship throughout parenthood. Knowing that we wanted to connect with moms before they deliver, it was important to reach her where she already is…online. While there were already bits and pieces of information about party planning and shower ideas out there, there was no central hub that will help mom dig through the clutter and assist her throughout the planning experience. The Ogilvy team was tasked with creating a social experience that would engage anyone planning a baby shower from start to finish. “We saw a huge opportunity to leverage the Pinterest platform," says Liz Taylor, Executive Creative Director, “It provides the perfect environment for the Huggies brand to deliver inspiration and information in a visually driven manner." With that in mind, the Ogilvy team brought the idea for Huggies Baby Shower Planner to life by first commissioning six style mavens and partnering with brands like Disney, to create an inspiring array of shower theme ideas, from whimsical to contemporary, to vintage, to simply adorable. Each theme includes its own treats, games, décor…and of course, diaper cakes! We were able to launch the Pinterest page with planned content that was immediately sharable, curating 30 themes with over 1,000 individual pins featuring over 800 original photos, eight specially designed infographics and one video showcasing “A Baby Shower Story." The additional partnership with Punchbowl, the world’s premier online invitation service, allowed moms in the party planning process to create, personalize and distribute their invitations. Results: So how was the Huggies Baby Shower Planner received? With content that repined more than 1,000 times per month, the program has garnered more than 423,000 consumer impressions. With nearly 33,000 invitations sent in just the first three months, some might say it was a program just born to be successful and one that establishes the Huggies Brand as a partner to keep throughout parenthood.

Why does this entry deserve to win?

Website: Facebook:


Produced by

[email protected], a global practice within Ogilvy & Mather


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, Tumblr, YouTube, Snapchat, Instagram, Twitch,, and the rest of the social web.

The Shorty Social Good Awards will be held November 15, 2018 in New York City