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 8th Annual Shorty Awards

Barber In A Box

Entered in Integrated Campaign, Multi-Platform Campaign

About this entry


Why does this entry deserve to win?

The Barber In A Box campaign, by Schwarzkopf Professional, was specifically focused on the art of men's grooming, and was an integrated online initiative with an omnichannel presence. This campaign created waves within the notoriously serious and formal professional hair care industry by using slapstick humor as the main focus in order to specifically target the male demographic. The story of Barber In A Box begins with 2 online viral videos, positioning Matty Conrad, a tastemaker among his peers, as the "Most Interesting Man in the World" meets Ron Burgundy. These videos currently have over 100,000 views each, and were promoted through highly targeted Facebook & YouTube advertising. This content and messaging was delivered to consumers and stylists through a variety of channels and media including social, search, email, display, video, print, & in-store; with each channel working together to create a sales funnel; driving all traffic back to a single landing page where the conversions took place. This campaign was also amplified through extensive cross-platform social media marketing on Facebook, Twitter, & Instagram. In addition to these digital efforts was a strong omnichannel presence, with themed merchandising, shelf talkers, & in-store displays. Once the consumer had the product in-hand, Schwarzkopf kept the digital engagement going through QR codes that lead to additional educational videos for the stylists who had purchased the product. This all-encompassing campaign deserves to win due to it's highly engaging content, success amongst salon professionals, and overall virality.

Media

Video for Barber In A Box

Produced by

Beach House PR, Schwarzkopf Professional

Link

Entry Credits