Congratulations to the influencer finalists see the list

11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 8th Annual Shorty Awards

Ford Go Further Stories

Finalist in Social Good Campaign

Entered in Auto, Video

About this entry

"We go further so you can."

That's the Ford brand promise. To express this, we created an online video series that brings to life how Ford owners, dealers, and employees do indeed go further every day to make the world a better place. The series is called "Ford Everyday Heroes."

The stories told include a Ford truck owner in Camden, New Jersey who started a drum and dance corp. to keep kids off the meanest streets of America, a Ford dealership full of volunteer firefighters who drop everything on the job to take care of emergencies, to an inner-city reverend who started a business that turns discarded tires into flip-flops – employing the homeless (enabling them to get off the streets due to steady work). These Ford owners are everyday heroes who give big when it comes to giving back.

Why does this entry deserve to win?

The Ford Everyday Hero Stories focus on making Ford more relevant to a class of optimistic, forward-looking people. The stories expressed the company's shared values, by adding humanity and greater meaning to our brand promise in an authentic way by showing the world how our owners, dealers, and employees really do Go Further to make the world a better, more interesting, and more vibrant place.

To do this, we identified our heroes, researched their stories, interviewed, filmed and released a video almost every other week, creating a total of 29 videos

To increase amplification we sought out contextually relevant content partners to develop custom integrations with co-created content. Partners like the New York Times and the online TakePart (http://www.takepart.com/grow-to-give)

And then to give our videos a sense of timeliness we carefully monitored the social calendar and timed promotions to coincide where these videos could make the largest impact. For example, during Autism Awareness month we promoted Surfers Healing a surfing camp for autistic children and released Chasing Storms at the beginning of the tornado season in the U.S.

Results

To date, these Everyday Hero stories have generated over 8 million impressions and over 13 million video views, changing the perception of Ford by causing 1.4 million consumers to think more favorably of the brand, four times our original goal. Additionally, we have increased the association between Ford and our brand promise of Go Further by 165%, three times our goal. And more than doubled our 3% goal of influencing consumers to actively seek out additional Ford content with a 7% rate of influence.

Media

Video for Ford Go Further Stories

Produced by

Team Detroit, Ford Motor Company

Links

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 11th annual shorty awards will be held may 5, 2019 in nyc.