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

Netflix socks

Winner in Creative use of Technology

About this entry

Netflix fans' devotion to their favorite shows leads to comical "first-world problems" and elaborate binge-watching life hacks, often shared on social media.

To celebrate this fan culture, Netflix wanted to create a campaign that demonstrates its commitment to innovation and communicates its consumer-centric positioning: members enjoy entertainment on their own terms.

Why does this entry deserve to win?

Consumers love their Netflix shows—so much so that they often binge-watch themselves to sleep and lose their spot. Fans across social media were sharing their humorous frustrations with this "first-world problem."

Our strategy was to celebrate Netflix fan culture by introducing a solution. Informed by social listening and by user-submitted ideas, we created the perfect marathon-watching accessory for Netflix users who watch themselves to sleep: smart socks.

Netflix socks became the second installment of our MakeIt campaign—a series of of DIY projects inspired by users' watching rituals, designed to deliver the ultimate watching experience.

Netflix socks use an accelerometer to detect when you've dozed off and send a signal to your TV, automatically pausing your show so you don't wake up two episodes ahead of where you left off.

We launched the socks during the holiday season, releasing a short video on the MakeIt website, and partnering with Make Magazine to generate conversation. We invited fans to create socks of their own with knitting patterns inspired by Netflix Originals, and step-by-step instructions available on the website. Additionally, we gave fans the opportunity to submit ideas for future MakeIt innovations.

The project itself targeted Netflix fans in the maker and knitting communities, while the story around the socks was crafted for mainstream appeal; fans who didn't want to make their own socks still had plenty to get excited and talk about.

In fact, within days of the launch, the socks went viral—all without traditional PR support.

Results

Netflix socks instantly became a global phenomenon, organically transcending tech media and reaching audiences around the world. From tech press such as Engadget and Gizmodo to mainstream entertainment—including NPR's Wait Wait...Don't Tell Me! and Good Morning America—the socks took over the internet, reaching over one billion media impressions and appearing in over 1,000 media placements.

Additional mainstream coverage included lifestyle (The Meredith Vieira Show, Mashable, Refinery29, Huffington Post), entertainment (E! Online, Variety, EW), men's fashion (Details, GQ), women's fashion (Cosmopolitan), teen (Seventeen), business (Fast Company, Fortune), advertising industry (Adweek, Creativity), domestic news (The New York Times, USA Today, CNN, Time), and global news (Daily Mail, Mirror, and media outlets ranging from Mexico and Brazil to Australia and Hong Kong).

On social, Netflix socks spread organically—fast. Within just three weeks of launch, the socks were mentioned 49 times per hour on Twitter, garnering an average of 1,175 tweets per day from nearly 20,000 users. Influential voices in media—including Arianna Huffington, Marc Andreessen, and Michael Arrington—tweeted about the socks from their personal accounts.

The cultural relevance and authenticity of the project made Netflix socks a topic of daily conversation across platforms during the busy holiday season and further established Netflix as an innovative force in the entertainment industry.

Media

Video for Netflix socks

Produced by

Deeplocal, Netflix

Link