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

Belk Partners with iCrossing and Kenshoo to Drive Triple-Digit Increase in Conversion Rates

Entered in Multi-Platform Campaign

About this entry

Belk, Inc. is a mainline American department store company with nearly 300 stores in 16 Southern states. The company seeks to be the department store of choice by providing superior service and merchandise that meet customers' needs for fashion, value and quality.

To better connect and engage with its customers, Belk partnered with marketing engagement agency iCrossing and Kenshoo, the global leader in agile marketing, to launch and manage its paid search and social advertising efforts.

Belk previously managed its search and social campaigns via the Kenshoo Infinity Suite and achieved great results utilizing many facets of the platform. To take its program to the next level, the team sought to leverage its strengths in search to achieve more great results in social. iCrossing suggested using search click data to automatically create targetable audiences on social media with Kenshoo.

The team wanted to target its highest value audiences to heighten overall performance, increase site traffic and conversions, and lower cost per acquisition (CPA). The goal of its campaigns was to reach users that already showed interest in products via paid search on Facebook and generate conversions.

Why does this entry deserve to win?

Belk leveraged Kenshoo's Intent-Driven Audiences (IDA) to automatically create and update Facebook Custom Audiences based on intent demonstrated through search engine activity, reaching, establishing and expanding relationships with audiences across channels. Kenshoo IDA matches clicks on search engine ads to audiences on Facebook in real-time, enabling marketers to show ads to consumers that have searched for specific keywords and also use Facebook's targeting capabilities to find more customers like them.

To understand the impact of IDA, the team developed two tests:

To gauge the success of each test, Belk looked at conversions as its primary key performance indicator (KPI) for these campaigns.

In conjunction with IDA, the team also leveraged offer ads that promoted timely discounts and deals to drive offline coupon redemptions and link post ads to drive online sales.

Results

Through the use of Kenshoo's IDA and the expertise of the iCrossing team, Belk generated impressive results in both tests.

Belk's sale campaign saw a 545% increase in conversion rate for branded IDA audiences versus fans of its brand. The beauty campaign saw a 240% increase in conversion rate for Belk cosmetic searchers versus fans of its brand.

Overall, the test resulted in a 67% decrease in CPA. In addition, the team saw a 400% lift in conversion rates when users were searching for Belk specifically (as opposed to non-brand terms), attributing positive brand recall in correlation with purchases.

"Partnering with iCrossing and Kenshoo, we utilized insight from our search campaigns to inform our social strategies, which produced even greater results. This moves beyond remarketing, and helps identify top brand loyalists based on their previous actions searching for the Belk brand and the products we sell online."

– Jon Pollack, EVP Marketing, Sales Promotion, and eCommerce for Belk

Media

Produced by

iCrossing and Kenshoo, Belk, Inc.

Links

Entry Credits