CONGRATULATIONS BRAND & ORGANIZATIONS WINNERS! see the list

11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 8th Annual Shorty Awards

First Haircut

Bronze Distinction in Video

Entered in YouTube Presence, Fashion, Beauty & Luxury

About this entry

October has become a month saturated with pink. In order to cut through the clutter and open eyes to what this disease really is, it was time to show the ugly side of breast cancer. With a unique opportunity to tell the story of a beauty-related insight, Ulta Beauty and Mullen Lowe revealed just how important breast cancer research really is by documenting something most people take for granted: a haircut.

Why does this entry deserve to win?

With a social strategy that aimed to foster goodwill and engagement, and to support breast cancer research, a two-minute video was created and promoted on Ulta Beauty's social channels. With her very own photos and in her own words, Tracy DeSoto, a breast cancer survivor, shares her journey from the first day of diagnosis to the depths of despair. Using a palindromic poem, she reverses her state of despair with words of strength. Together we reach that triumphant first haircut as Tracy reclaims her personal sense of beauty. The dramatic one-eighty proved to be especially powerful, mirroring how a patient's outlook can change over the course of time and treatment.

Results

Tracy's story and positive outlook inspired many others to continue their fight. This could be seen with 202K social interactions and an overwhelming amount of positive sentiment. With an increase in ad recall and the highest click-through rate seen to date on YouTube, we were overwhelmed by the results. Across channels, goals were met and exceeded with over 4M video views, 771M media impressions and, most importantly, thousands pledged to breast cancer research.

Media

Video for First Haircut

Produced by

MullenLowe Winston Salem, ULTA

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

The 11th annual shorty awards will be held may 5, 2019 in nyc.