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

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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

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Talent Management

Self-Defined

Team

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Self-Defined

Leader

Account Team Leader

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Client Team Leader

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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

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Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

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From the 8th Annual Shorty Awards

Silent Ads

Winner in Facebook

About this entry

Like a lot of brands, Hotels.com uses Facebook to reach consumers. And like all brands that post on Facebook, Hotels.com has to deal with the reality that ads auto-play silently. This poses a challenge to consumer engagement, as video with no sound has much less breakthrough capacity. So, the goal with this Facebook campaign was to create work that could breakthrough the "wall of silence" and improve consumer engagement.

Why does this entry deserve to win?

To break through the "wall of silence", we decided to create work specifically designed for the Facebook silent auto-player. Using Captain Obvious to acknowledge the obvious fact that ads auto-play silently, we made "silent ads" that were able to draw users in. They were invited to engage with the ads and then rewarded when they did.

Results

The result is a campaign with more than 5 million views in the first 3 weeks and thousands of shares and comments. Specifically, the Silent Facebook Ads have generated consumer engagement 5X the average for Hotels.com. And because the ads were first made specifically for the Facebook silent auto-player, the earned media the work has generated has led to millions of more impressions and more consumers engaging with the brand.

Media

Video for Silent Ads

Produced by

CP+B, Hotels.com

Link