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

Plum Organics®: Parenting Unfiltered

Entered in Video

About this entry

The Brand

Plum Organics is the nation's #1 organic baby food brand. As a leading innovator in this crowded marketplace, Plum not only provides the very best food possible to little ones, but also creates products that solve real problems for parents (…we all know organic fruits & veggies don't purée themselves!). Plum offers a complete line of premium, nutritious, organic baby food, as well as snacks & mealtime solutions for toddlers and kids. Plum believes revealing, embracing and examining true parenting experiences opens us up to solutions that make life more amazing for parents and families.

The Goals

Noticing a tidal wave of relentlessly happy and simplistic portrayals of family life in social media and the parenting CPG marketplace, Plum worked with Something Massive to create a video-led campaign that would portray parenting in a more realistic light.The goal of the Parenting Unfiltered campaign was to take the pressure off parents, and to build trust by acknowledging – and even celebrating – the reality that parenting is complicated, messy and anything but perfect. The video was intentionally not product-specific, but rather a lifestyle campaign designed to catalyse conversation, inspire genuine engagement and position Plum as the brand that gets it.

Why does this entry deserve to win?

Challenges

The main challenge of Parenting Unfiltered was to surpass the expected goal of raking in views, and achieve the start of a real connection with parents. The first obstacle was creating a content piece that would truly resonate and achieve a lasting connection. Plum wanted to be known as the brand parents could turn to when they needed a trusted source for humor, empathy and a knowing nod to the entire parenting thing.

Strategy

To overcome this challenge and start a real conversation, Plum needed to create a social media marketing campaign that would make busy parents take pause.The Parenting Unfiltered campaign video featured real parents having real, unfiltered moments. The video captured parenting at its core, and featured a series of vignettes, from attending a goldfish funeral to escaping to the bathroom to read a book. These snippets of parenting were a far cry from giggling, perfect babies. And with a closing message of, "If it feels like parenting isn't always perfect…you're doing it right," Plum established itself as a brand that's right there with – and for – parents.

Key Features

The video was launched on Facebook and supported with a small, targeted media spend to gain initial amplification. It became clear that the video resonated with parents as engagement soared and organic views quickly outpaced paid views, leading to a CPV of less than $0.01.

In addition to our Facebook distribution and media strategy, we partnered with influential parents across the web. These popular moms and dads shared their honest Parenting Unfiltered experiences on a variety of platforms, creating organic awareness of the campaign and driving adoption of the hashtag, #ParentingUnfiltered.

In addition to influencers, Something Massive launched a multi-platform social campaign to support the video launch. Each component of this campaign was optimized for its platform, making it easy for fans to interact with, share and like the Parenting Unfiltered video and all of its related assets.

Some of the highlights of the multi-layered Parenting Unfiltered campaign included video cutdowns for Instagram, a Tumblr microsite supporting the video and social assets, and a variety of Parenting Unfiltered-centric social series on the brand's owned social channels.

Results

Thanks to millions of organic views and through-the-roof engagement, the Parenting Unfiltered campaign video has worked holistically to create a unifying message to parents everywhere.

Facebook

With over 3.5 million video views on Facebook, 82,000+ shares, 90,000 likes, 2,300+ comments, and a CPV of less than $0.01, our goal of engagement and driving honest conversation was met…and then some!

YouTube

With over 539,000 views on YouTube it's fair to say parents found the cost of investing in a conversation with Plum well worth the payoff of an honest relationship.

Instagram

:15 second video cut-downs we featured on Instagram along with supporting campaign elements and influencer support gained over 100,000 additional impressions for the campaign.

Parenting Unfiltered Stats

• 4+ million total video views

• 3.5 million video views on FB

• 500,000+ views on YouTube

• 82,000+ shares

• 23,000+ comments

• 90,000+ likes on Facebook

• 25,000+ Tumblr views

• 100,000+ influencer impressions across Instagram + Twitter

Media

Video for Plum Organics®: Parenting Unfiltered

Produced by

Something Massive, Plum Organics

Link

Entry Credits