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

Remote Inteligente

Entered in Integration with Live Television, Integrated Campaign, Mobile Campaign, Multi-Platform Campaign

About this entry

State Farm partners annually with the Latin Billboard Music Awards to position itself alongside the music category, an over-indexing passion point for Hispanics. In 2015, State Farm wanted to complement its traditional media placements with a new, innovative platform. We wanted to reflect the energy and vibrancy of the event into the media itself.

The primary objective was to get Hispanic viewers (AA18+) to request agent follow up from potential new policyholders. The secondary objective was to build awareness and drive viewership among the Hispanic audience.

Why does this entry deserve to win?

Hispanics over index for short video clips online and on mobile devices, and are almost twice as likely to use their smartphones to supplement their traditional TV experiences. Hispanics are high adopters of Smart (Connected) TV technologies and 62% more likely to use a second screen viewing experience than non-Hispanics.

We engaged Peel TV, a free to download app that turns any smartphone or tablet into a "smart remote" where viewers can control their TV and DVR, discover content, receive personalized recommendations and engage with friends across social media channels.

State Farm ran media placements before, during and after the live event, including full page takeovers with embedded video, sponsored notifications, a first-to-market brand-skinned clickable remote control, and banner ads across contextually relevant programs.

State Farm was the first insurance company to partner with the Peel platform and the first ever campaign within the Peel platform targeted to a Hispanic-specific audience.

Results

The campaign focused on building awareness and favorability of State Farm, along with promoting its association with the Latin Billboard Music Awards, creating a true second screen experience for a demographic that over-indexes on second screen adoption and connected TV technologies, ultimately driving this audience to complete new agent request forms.

Peel was the primary action driving platform for the entire Latin Billboard media campaign; Peel accounted for 64% of all agent follow up requests for the campaign (1866 total), State Farm's primary metric of success. State Farm ran a Millward Brown study against the campaign, indicating a 5% increase in purchase intent by Peel users for State Farm who were watching the Latin Billboard Music Awards, and a 14% increase in aided awareness for State Farm.

Television is a great medium for reaching a mass market, but it lacks the ability to translate reach into effective engagement. This campaign proved that strategically pairing television spend with a consumer's mobile device can turn TV into something trackable and actionable.

This campaign also proves the power of cross platform marketing. By knowing what our target audience is watching on television via their mobile device, we were able to speak to consumers as individuals across multiple platforms.

Media

Produced by

OMD, Ignition Factory, Alma , State Farm

Entry Credits