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 Thank You Note

Entered in Multi-Platform Campaign

About this entry

The holiday season is traditionally filled with giving and cheer, which are two characteristics that align perfectly with the KLM USA brand.

Sparkloft Media was tasked with finding a clever way to say "Happy Holidays" to social fans and followers while highlighting the brand's world-class customer service and, of course, bringing the gift of holiday cheer to all.

Why does this entry deserve to win?

During the holidays, most people are at their best. It's all about the cheer, the gift giving, the eggnog and the ugly sweaters. Not only can this be a dangerous combination, but come January the giving is gone, the cheer is no more and the last thing you want to do (along with return that horrid gift you received) is write a thank you note. Luckily, KLM's staff have some practice in the year-long cheer department.

On KLM USA's Facebook page, fans were encouraged to share their tragic gift stories, which were then responded to with tailored thank you notes for users to share with the bad gift-giving culprits in their lives.

On an interactive microsite, participants were able to craft customized, sharable thank you notes, view KLM Cheer Department-approved thank you examples and enter to win the gift they really wanted for the holidays: a trip to Amsterdam from KLM and Accor Hotels.

The campaign was supported by custom content including multiple graphics, a holiday card style video and community management all delivered in a cheeky yet thoughtful voice, topped with a twist of holiday cheer.

Results

The campaign generated more than 20k entries from 29k microsite users during its three-week run. The holiday card video was viewed nearly 29k times and the custom content generated more than 90k engagements on Facebook and Twitter.

While visiting the site, participants spent an average of nearly two minutes reading example Cheer Department-approved thank you notes and crafting their own (2,240 to be exact) sharable thank you notes via a custom Mad Libs-style app.

On the brand's Facebook page, 138 custom thank you notes were written for fans who complained of gifts ranging from a bag of lima beans to over-sized under garments, to a Thighmaster and even an actual lump of coal.

Fan conversations about the campaign revealed excitement over the giveaway, appreciation for the custom thank you notes and lots of laughs over some seriously clueless gift-givers.

Media

Video for The Thank You Note

Produced by

Sparkloft Media, KLM USA

Links

Entry Credits