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 6th Annual Shorty Awards

"The Signal" Lexus Tumblr

Winner in Tumblr Campaign

Finalist in Tumblr of the Year

About this entry

On the surface, "The Signal" is a striking fashion Tumblr featuring high-quality, edgy, stylized images and GIF’s appropriately labeled with tags like #fashion, #blackandwhite, #style and #couture. Tumblr is a platform geared towards discovery, and exploring deeper into content descriptions and the "About" section of “The Signal" reveals an unexpected surprise. This provocative style is actually brought to you by the 2014 Lexus IS. For a company that had been seen as sedate and predictable, “The Signal" revealed Lexus to a new audience as a progressive brand acting more like an edgy fashion company than a traditional automaker.For our priority target, Gen X and Y—essentially people under 46—Lexus was increasingly losing relevance. Unlike more rationally minded Boomers, who simply wanted a luxury car that wasn’t always in the shop, our target sought out style and design. In the face of more compelling models from BMW, Mercedes, and Audi, declining appeal and lackluster sales suggested the Lexus IS and the Lexus brand no longer stood out. But the 2014 Lexus IS was different. With its aggressive grille, sharp angles, and sporty lines, Lexus had made the conscious choice to design a vehicle that was deeply polarizing. And, many rejected it on the spot. However, those who sought to stand out, to make a statement, immediately gravitated to the 2014 Lexus IS, seeing it as an invitation to shake things up and boldly disrupt the status quo. To make the 2014 Lexus IS advertising as provocative as the car itself, the “It’s Your Move" campaign featured hyper-stylized models, polarizing imagery and intriguingly-styled environments that looked more like fashion shoots than car commercials. In research, we found that our “anti status quo" Gen X/Y target lived and breathed on Tumblr, where they actively curated their feeds, also to stand out. And, we discovered that they were highly open to reblogging and following brands with whom they strongly identified. Nevertheless, our competitors were behaving in largely predictable ways on Tumblr (often repurposing product images from other social channels). So Lexus chose to go the opposite direction, with feed bait crafted to fit perfectly into top 10 Tumblr tag categories, including "Fashion" and "Black and White". What resulted was “The Signal," a completely authentic fashion Tumblr built from striking behind-the-scenes images and GIF's from the 2014 IS campaign. The discerning fashion community on Tumblr is not easy to impress. By offering high-quality content and keeping the Lexus branding subtle, as part of the discovery process, Lexus was able to gain the respect and reblogs of passionate fashion curators and influencers, providing a surprising new perspective on the brand for a new target audience. Highlights: * “The Signal" achieved engagement rates in line with Tumblr fashion benchmarks, demonstrating acceptance by the target as an authentic fashion Tumblr. * As part of the beta for Tumblr ad products, content from “The Signal" garnered millions of paid impressions. As the targeted audience liked and reblogged, they generated significant additional earned media reach that resulted in 12% of total engagement with the ad content. * Content has generated 85,000+ notes to date, including reblogs from fashion industry influencers like Coco Rocha. * “The Signal" has been successful at reaching the target demographic, with visitors to the blog indexing highest in the 25 – 34 age range, followed by 18 – 24. * The distinctive and surprising approach of Lexus behaving like a fashion brand on Tumblr attracted attention, generating over 4.2 million impressions from press, including recognition by Mashable as one of 15 brands “rocking Tumblr."

Media

Produced by

Team One

Link

Entry Credits