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

FNV

Entered in Multi-Platform Campaign

About this entry

FNV, powered by the Partnership for a Healthier America, is a cutting edge brand and marketing campaign focused on increasing fruit and vegetable consumption. Through an integrated marketing and advertising campaign that includes TV, in-store, out-of-home, events, radio, print and social media, FNV is using the star power of celebrities, athletes, social media stars, actors and more, alongside a refreshingly self-aware tone to market fruits and vegetables the way big brands market their products. We are helping to shine the spotlight on healthier options by employing the same marketing strategies that have been so successful for leading companies over the years, all in an effort to increase consumption of fruits and vegetables. After all, why should they get to have all the fun?

On social media, FNV has created and curated inspiring content that drives brand love and ultimately helps achieve the overall goal of motivating teens to increase their love for fruits & veggies. Our goal starting out was to meet our target audience, Millennial teens and moms, on their turf and according to their terms, with content that is topical and shareable within their tight knit circles.

Why does this entry deserve to win?

Time and time again, research has shown that video and visually appealing graphics drive the day on social. But fruits and veggies are nowhere in sight, so in order to be relevant, we chose to amp up the creative and focus on engaging our target audience using the following platforms:

Instagram and Tumblr: Create and curate highly visual and sharable FNV content

Facebook and Twitter: Curate and share FNV news and celebrity content and participate in real-time and ongoing cultural conversations

Snapchat and YouTube - Demonstrate FNV's socially innovative spirit

From the start, we have used the strengths of each platform, tailoring our messages and using an always-on, data-driven and reactionary approach to social media, constantly evolving and optimizing along the way.

On Facebook and Instagram we focus on culturally relevant and shareable interactive content that is as polished and professional looking as that of a big, flashy brand. We subscribe to the "if you cant beat 'em, join 'em" philosophy and unabashedly act like fruits and veggies belong among the biggest, baddest brands on social. We capitalize on the connectivity of social media to have two way conversations with other big brands and celebrities, incorporating them into our content, tagging them, or responding to their content in our self-aware and irreverent voice.

On Twitter, we found that our target audience seeks out the same type of content as adults – small bits of news, quick information or a quick laugh. Reusing our longer form content from other channels wasn't working. So we adjusted our strategy to more simple, easily digestible tweets. In November 2015, we launched Snapchat in conjunction with FNV Live, a live event in one of our key markets. We discovered a need to interact and converse with the event attendees, and chose to utilize Snapchat for its unique ability to target only those interested in digitally engaging in the event. Fortunately, the stadium of high school and college students were well-versed in the ways of Snapchat and appreciated the quick and easy way to engage with Team FNV throughout the event. Utilizing Snapchat gave our audience access to behind-the-scenes content, prizes to unlock, and a fun and exclusive way to interact with FNV.

Results

By paying close attention to what works and what doesn't, and adjusting accordingly, FNV has been able to find and refine one tone of voice that can play across multiple platforms. We know we have done this successfully because of our analytics.

FNV has been able to maintain and grow engagement while also growing our fan base. Despite changing platform algorithms, we've maintained high engagement rates thanks to our reactive strategy. FNV is a fresh new brand that didn't exist a year ago, and now we not only have a multi-platform social presence, but real engagement that exceeds industry standards.

Facebook: 3.33% vs. industry standard: 0.65%

Twitter: 2.68% vs. industry standard: 0.07%

Instagram: 7.85% vs. industry standard: 3.3%

On Snapchat, we gained 504 new followers from the promotion done only at one local event with 4,100 attendees, which translates to a conversion rate of about 12%.

Finally, by strategically utilizing and engaging our Team FNV celebrities, ranging from Serena Williams, Gabrielle Union, Jordin Sparks, Ashanti and Jessica Alba, we've see our engagement rates nearly double. In particular, a post featuring and re-posted by PHA's honorary chairwoman, First Lady Michelle Obama, had a 7.7% engagement rate on Twitter and 6.2% engagement rate on Facebook.

Media

Video for FNV

Produced by

FNV

Links