THE SHORTY SOCIAL GOOD AWARDS ARE OPEN FOR ENTRIES! ENTER NOW

4th Annual Shorty Social Good Awards Categories


See below for official categories. The late entry deadline is on September 18th, 2019 at 11:59pm ET.

From the 7th Annual Shorty Awards

Ruffles #RoughLife

Entered in Ambassador & Celebrity Campaign

About this entry

Ruffles was having trouble reaching the ever-important Millennial Male target. To them, the brand was no longer relevant.

Why does this entry deserve to win?

We studied Millennial Males. Not in a creepy way. We discovered that the one thing they love more than the internet is using it to complain about first world problems. Then we celebrated. Why? Well, Ruffles were actually created to solve a first world problem: when a wimpy chip breaks off in your dip.

So we took our 2014 marketing budget entirely online and launched the Ruffles #RoughLife campaign. And that meant going all-in on social. So…we did.

We established a constant social presence for Ruffles and offered consistent comfort through our always-on, always-real, always-relevant social content. By taking our marketing dollars online, we drove real results in the real world.

We understood Millennial's everyday #RoughLife problems, commiserated in their daily struggles, and changed brand perception. In only 7 months, the #RoughLife campaign garnered over 2.8M engagements and 347M impressions across Twitter and Facebook. Our efforts contributed to a rise in sales by more than 8.19% for the 52 weeks ending in November 2014. For the first time in a long time, they started talking about Ruffles.

We made a stale brand relevant by serving up a healthy dollop of understanding and humor and by always keeping it real.

So yea, life can get rough. Thankfully, there's still Ruffles.

Media

Produced by

Deep Focus, OMD Worldwide

Link

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, and the rest of the social web.

The Shorty Social good awards late deadline is on september 18, 2019.