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

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Disability Awareness

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Environment

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

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Emerging Platform

Emerging Platform

Social Hit

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Clapback

Social Engagement

Community Management

Community Management

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Integrated Experiences

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Television

Real Time Response

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Self-Defined (Social Engagement)

Self-Defined

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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

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PR Team

Production Team

Research Team

Sales Team

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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

Last Week Tonight

Winner in YouTube Presence

About this entry

Last Week Tonight has successfully made its mark in the crowded late night landscape by reporting on socially relevant topics such as FIFA, transgender rights, sex education and more. Last Week Tonight furthers the conversation on these topics well beyond the confines of its half-hour show by sharing long-form clips on YouTube on Sunday nights.

YouTube has been the most important social platform for Last Week Tonight's video content since Season 1. Going into its second season in 2015, Last Week Tonight had two goals for its YouTube channel: to attract new viewers by inspiring discovery of popular Season 1 clips and reinforcing the page as a destination site for all things John Oliver and Last Week Tonight.

Why does this entry deserve to win?

Leading into Season 2, Last Week Tonight reimagined their most popular video clips as GIFs to make it easy for fans to share across their social profiles and introduce new viewers to the show. GIFs paired with YouTube links were shared across Last Week Tonight's Facebook and Twitter pages for the most-buzzed about Season 1 clips including FIFA, The Lottery, Student Debt, Predatory Lending and Miss America using #LastWeekLastYear. One clip a week was shared leading into the 2015 premiere.

Last Week Tonight's continued digital success within Season 2 came from a strong tactical implementation of its YouTube clip strategy early on. From the first season, long form clips were available on YouTube immediately following the episode, allowing fans and media outlets to share their favorite moments in real time. To take advantage of this behavior in the second season, Last Week Tonight continued to upload content to YouTube immediately after an episode had aired. In the second season Televangelism, where John Oliver creates a fake church and Sex Education joined the ranks of the top 10 most watched Last Week Tonight YouTube videos with 9 million views and 8 million views respectively.

To keep the YouTube channel alive during mid-season hiatuses, John Oliver recorded timely short, web-exclusive segments and released them online at the time Last Week Tonight usually airs. These videos garnered millions of views and encouraged Last Week Tonight conversation and engagement even when the show was off air.

Results

Subscribers to the Last Week Tonight page doubled from 1.5 million in Season 1 to over 2.6 million in Season 2. Clip launched in 2014, over 3.7 billion minutes of content have been watched. Clips that were shared as reimagined GIFs leading into Season 2 have remained the most popular YouTube clips well into 2016. Since the YouTube page r 1.3 million video shares from the Last Week Tonight YouTube channel, contributing to the viral nature of the show's clips online. The view-through rate on Last Week Tonight's clips is a robust 60%, which challenges the notion that viewers only have the attention span for short video clips. A thirteen-minute piece on Government Surveillance (which ended with the Snowden interview) has garnered over 10 million views and was watched more than 5.5 million times in less than two weeks.

Additionally, Vulture declared John Oliver "the most important man in television" in 2015 for his ability to move the needle on important topics and create real-life change through online buzz. With a social footprint of over 4MM likes and followers across four social media sites, the show has built a following of engaged fans who will continue to be instrumental in sharing new content and helping John Oliver to inspire real world change in the years to come.

Media

Produced by

HBO

Entry Credits