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

Stirring Up Love "Outside the Cup"

Entered in Food & Beverage

About this entry

Love may be a many-splendored thing, but when it comes to professing it with panache on Valentine's Day, even poets and master artists are rendered speechless. Coffee-mate, a brand named for its perfect soul mate, wanted to step outside the cup to brew new fan connections, creating bonds that go beyond marketing speak. And coupons don't engender love. The solution? Help consumers express their love by having Coffee-mate “Picassos" create one-of-a-kind, handcrafted Valentine masterpieces within hours on Facebook and Twitter – using sugar, coffee beans, even wood. The love caught on. Channel engagement grew 2,332% and nearly 4,000 new consumers joined Coffee-mate's social communities. For many fans, Coffee-mate stirred up much love.

Why does this entry deserve to win?

Insight, Strategy, and the Idea

We all strive to be Shakespeares and Picassos when it comes to expressing our love on Valentine's Day, but for the average Joe, this is a tall order. Coffee-mate – aka “coffee's perfect mate" – knows an inability to express oneself doesn't lessen the depths of love. It also knows Facebook fans and Tweeters are besieged by one-way branded speak.

Coffee-mate wanted to step “outside the cup" to stir connections with fans on Valentine's Day – by helping them express their love for their own perfect mate. We asked our fans to use #CMValentine to post love notes on Valentine's eve. In Coffee-mate's first-ever real-time social media event, we passed these notes to a roomful of “Picassos" who turned fans' love-notes into handcrafted Valentine masterpieces, and within hours sent back photographed art. We captured hearts instantly, while generating the brand's highest ever engagement and dramatically outpacing top competitors.

Results

The campaign showed how passionate Coffee-mate fans can be. Over the two-day event, fans submitted hundreds of love notes and the artists created nearly 90 one-of-a-kind Valentines. Engagement levels spiked to record highs – a 2,332% increase; also we welcomed 3,700+ new Facebook fans and Twitter followers. Compared to top creamer competitors, Coffee-mate maintained a leading average share of voice of 68.5% for two weeks. And that leadership extended across the social space as it led all brands engaging in Valentine's Day promotions, including Pizza Hut and American Greetings, in engagement, shares and net positive mention metrics.

Execution

Fans shared love notes on the Coffee-mate Facebook page or via Twitter, using #CMValentine. Over two days, artists used fans' comments as inspiration to design original Valentines using paint, coffee beans, wood, chalk, and other media. (One, scrawled in sugar, read: “You're my sugar & when I kiss you, you make me feel sweet.") The brand sent photographed art back to senders, who shared them with loved ones and their social communities. We created a Love Gallery, and because our Picassos could turn out only so many masterpieces, we asked Second City comedians to act out Video Valentines, so no fan and their perfect mate felt unloved.

Media

Video for Stirring Up Love "Outside the Cup"

Produced by

Zocalo Group

Link

Entry Credits