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 7th Annual Shorty Awards

ExxonMobil Inspires the Next Generation to “Be An Engineer"

Entered in Social Good Campaign

About this entry

ExxonMobil launched Be An Engineer (BAE) in fall 2014 to help kids better understand the engineering field and the opportunities it offers. The program – which includes a range of original and shared content (including the launch of beanengineer.com) – highlights the meaningful contributions engineers make in the world, engages engineering influencers and provides resources to encourage students to choose engineering careers. In the first six weeks, the program reached approximately 19.4 million people across Twitter, LinkedIn, Vine, BuzzFeed, YouTube and beyond.

The need for engineers across many disciplines has never been greater. According to research from Georgetown University's Center on Education and the Workforce, college graduates with engineering degrees can expect relatively low unemployment rates and higher wages when compared to their non-engineering peers. In addition, the initiative was developed with the following facts in mind:

Why does this entry deserve to win?

The BAE initiative is a truly integrated communications campaign incorporating social / digital media, public relations, advertising, a media partnership (with CNN Digital), internal communications and public affairs. During the program, ExxonMobil exceeded its goals of driving people to the BAE website; generating awareness and favorability of the program; increasing the number of social media followers; and creating interest among target audiences.

Objectives

Goal 1: Generate action by driving 1.4 million page views to the new beanengineer.com website.

Goal 2: Generate awareness and favorability of BAE by leveraging online video assets created for the media partnership with CNN digital. Generate 2 million combined views of the eight videos created as part of the CNN "Build Tomorrow" video series.

Goal 3: Engage ExxonMobil social media followers and non-followers in the BAE effort and increase followers on Twitter, LinkedIn, Vine and YouTube channels and views of the sponsored "What kind of engineer should you be?" BuzzFeed Quiz.

Goal 4: Create buzz about and interest in BAE among the target audiences and generate organic engagement.

Key Features

Be An Engineer targeted multiple audiences and generated a series of integrated, original digital content across a range of channels to communicate the rewards of engineering. The team used a variety of tactics to engage target audiences and establish a movement around this crucial issue.

Metrics / Results

Result 1: BeAnEngineer.com received 1,266,911 unique visitors and 2,431,400 total page views in six weeks.

Result 2: CNN "Build Tomorrow" received 3,261,279 total video views across all 8 videos.

Result 3: 19,431,262 total engagements across Twitter, LinkedIn, Blog, Vine, BuzzFeed and YouTube.

Result 4: Research revealed that the overall campaign resonated amongst all target groups, performing strongest with girls/women. The research also showed that the initiative inspired teens (+52%) to consider engineering as a profession – particularly young girls (+94%). Unsolicited responses to the campaign included:

Media

Video for ExxonMobil Inspires the Next Generation to “Be An Engineer"

Produced by

BBDO, Universal McCann, Ketchum, Widmeyer, Huge and Cohn & Wolfe on behalf of ExxonMobil

Link