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

The Gallows Scare Test

Finalist in Emerging Platform

Entered in Multi-Platform Campaign

About this entry

Our goal was to create an influencer program to generate interest and excitement around the release of the film The Gallows on July 10th. We wanted to have influential teens drive awareness and in theater views for The Gallows, with a view goal of 1.4MM video views. In order to do this, we worked to create a digital and social experience that broke through the internet and media clutter to reach this heavily saturated market. To amplify our campaign reach through social, we included the support of eight additional influencers for social amplification with the aim to reach 7MM impressions. We developed a storyline, creative and social copy that embodied both the film and the voice of the YouTubers, while creating an engaging experience for the fans. This was the first studio partnership where we incorporated seven content platforms, giving the story longevity and life around the video content while creating multiple touch points and buzz for the film.

Why does this entry deserve to win?

The media and content strategy for The Gallows program was built on the massive built-in audiences of talent we represent on YouTube and across priority social platforms. We worked with Warner Brothers and their media agency to identify talent that could reach and engage with the film's target audience. We presented a number of talent options and ultimately selected three influencers to host video content on YouTube (channels below), reaching a combined YouTube subscriber audience of over 4MM and allowing us to guarantee 2.4MM million video views on the program within it's campaign flight. In a similar fashion, we activated these three influencers and 10 additional targeted influencers to create and host short form social content on behalf of the brand, driving massive buzz and allowing us to guarantee an additional 6MM impressions for the program across social platforms.

Our overall program blended a focus on content output with competitive viewership and impression guarantees with event appearances from talent to deliver on the agency requirements. We were tasked with guaranteeing all viewership organically through influencer audiences, without the help of YouTube media products. The primary points of negotiation required a minimum of two (2) long form videos (we delivered 3), a competitive CPV guarantee ($0.21), and a high number of influencer talent attending the The Gallows movie premiere (we delivered 12).

Key YouTube Channel Choices:

Note: Our program guarantees were made within a 25-day flight ONLY, between 6/19-7/13, with massive additional viewership on content since campaign end (4.85MM combined YouTube video views as of 10/28/15)

Our strategy in execution was to recreate part of the set of The Gallows for a real-life scare test that challenged three YouTubers to navigate their way through the haunted halls of the high school. From content captured at the shoot, we released a mix of Periscope, social media, and premium-produced content that shows our YouTubers true reactions to The Gallows scare test. The program consisted of 3 videos released on the Influencers' channels for maximum reach and engagement during The Gallows premiere week, 2 live Periscope broadcasts, 2 Snapchat stories, a mix of 42 social posts, and talent appearances at the premiere in Hollywood.

Results

The program delivered a 99.66% Favorability Score – the highest score we have seen on a movie release campaign! Video views doubled the guaranteed 1.4MM views, totaling 4.84M views to date with an 8.3% engagement rate. The story played out over seven social media platforms, generating a 24% engagement rate on social – which means fans were talking about it! When compared to a similar custom theatrical release program, The Gallows program received 4x higher Video Engagement Rate; garnered a 24% Social Engagement Rate which is approximately 5x higher than a separate Horror movie release campaign completed; and generated 1K more video Likes and 3.5MM more social engagements than one of the leading horror film release programs.

Media

Video for The Gallows Scare Test

Produced by

Fullscreen, Warner Brothers Pictures, The Gallows, OMD NY, Warner Brothers

Links

Entry Credits