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

#weareNAFA

Entered in Education

About this entry

Part I: Defining the problem

Established in 1938, the Nanyang Academy of Fine Arts (NAFA) is Singapore's pioneer arts education institution and is widely recognised in Southeast Asia. However the academy had silently become buried beneath the louder marketing voices of competitor institutions. The NAFA brand needed a boost to achieve a more current brand position relevant to its young target audience, as its well-known and long local history and heritage were ironically working against them to enhance misconstrued perceptions of being back-dated. This was further exacerbated by the lack of relevant touch-points and connections with its target audience- both current and prospective students.

Part II: Our objective? Solving the problem.

The mission Carbon set out on, was simple yet profound; a NAFA brand makeover with the help of social media--one that would marry heritage with modernity; a suitable polishing and repositioning that would:

1) Revive the life of NAFA.

2) Rejuvenate its outlook.

3) Return strength and clarity to its voice.

4) Re-establish relatability and connections to its students.

5) Re-build a sense of togetherness through an engaging community.

More importantly, this makeover was not to be an overhaul that would rob NAFA of its rich heritage and original heartbeat but rather authentically accentuate who NAFA truly is beyond its walls, so students would be proud to call NAFA, their school.

Why does this entry deserve to win?

The premise of Carbon's social media strategy can be surmised as compelling visual storytelling. Executed using a multi-prong approach, our visual storytelling is guided by three originally conceptualised hashtags that chart important milestones in the NAFA story.

#OriginalsOnly: Establishing NAFA's voice as an authentic and credible one

An on-ground survey quickly revealed that NAFA students were most active on Instagram. NAFA's instagram, @nafa_sg not only became our main channel of communication but was also where Carbon pioneered new social media trends among educational institutions such as the use of "instagrids". The first part of our strategy focused on poising NAFA students and lecturers as authentic and original, a true articulation of artistic bravery and strength. This was implemented in 3 phases: 1) Pre-showcase 2) Showcase 3) Post-showcase and primarily driven using statement Instagram grids, a creative direction Carbon now prides itself in.

#lifeatNAFA: A day-to-day affair

The day-to-day happenings of NAFA were covered in our strategy through the hashtag, #lifeatNAFA. A pre-existing hashtag owned by the students, #lifeatNAFA built and instilled ownership in the student body as they contributed their own content to NAFA's social media platforms. These posts were an honest portrayal of #lifeatNAFA- boasting of a passion for the arts, friendship and learning, which unifies the NAFA student body in spite of their diverse disciplines.

Relevant and trendy daily content (such as timeline covers with cutting-edge designs, strong visuals and creatively cogent copies) which also rode on #OriginalsOnly continued to increase mindshare, encouraged engagement and sustained the interest of our target audience. Periodically, interesting features further spiked interest and resonated with students. These include a highly localised Carbon-original mini YouTube series of 7 commonly encountered exam personality types that was released during the student examination period; interviews with successful alumni sharing how NAFA contributed to their artistic development, and lecturer features conducted coffee-talk style.

#weareNAFA: Opening our doors to the world

Most importantly, our year-long care of NAFA's social media accounts culminates in the bold hashtag #weareNAFA, which speaks volumes in itself. Rolled out during Open House 2016, a time where NAFA opens its doors to the public and prospective students. #weareNAFA embodies all of whom NAFA is and what it stands for; a simple yet powerful statement that pledges allegiance to one's school and roots, while differentiating NAFA from its competitor institutions. Spanning across multiple platforms, the #weareNAFA campaign began with a three-part guerilla movement which saw Carbon and NAFA's academy of lecturers and students join hands to create and film a dance, theatre and fashion performance to the unsuspecting public at metro stations. These sent the message that NAFA believes that art should not be constrained, is inclusive and all-encompassing, that's who we are. Special behind-the-scenes videos closely followed as soon as these videos gained popularity.

Note: Refer to "Link" for visuals/videos and accompanying explanations.

Results

[May '15-January '16] *statistics reflected on per post basis.

Facebook: 349% growth in fans; from 14,002 fans to 62,804 fans.

Averaging:

1. 4703 likes; with the highest of 111 381 likes obtained.

2. 5009 engagements, with the highest of 56,711 engagements obtained.

3. 8551 organic reach; with the highest of 28 407 obtained.

4. 234, 366 paid reach; with the highest of 788 816 paid reach obtained.

5. 8% click-through rate (CTR) ; with the highest CTR of 32% obtained.

*Industry standards: 0.88% for CTR (Nanigans, Global Facebook Advertising Benchmark Report Q2 2015) and an average of 1.4 post engagements per 1k fans (SocialBakers Q1 2015)


Instagram: 100.9% growth in followers, an increase from 1624 followers to 3262 followers.

Averaging:

1. 226 likes; with the highest of 4103 likes obtained.

2. 5 comments; with the highest of 76 comments obtained.

*Industry standards: Engagement per post is 1.76% of post's audience and follower growth rate of 0.25% per month (Locowise, Q3 2015)


Twitter: 250.1% growth in followers, an increase from 1203 followers to 4212 followers.

Averaging:

1. 970 engagements; with the highest of 12,382 engagements obtained.

2. 9 followers were gained per post.

*Industry standards: 0.3% for engagement rate (Twitter, 2015)

Media

Produced by

Carbon Interactive, Nanyang Academy of Fine Arts

Links

Entry Credits