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

@CBC's "VALENTINES FOR CANADA"

Bronze Distinction in Online Community

About this entry

The main goal of our @CBC Social Media channels is to foster conversations with Canadians from coast to coast - to be the host of 'Canada's Social Community' online. As the national public broadcaster, this conversation-centric approach to Social is directly aligned with our overarching mission of engaging with Canadians. In fact, by the year 2020 one of our primary corporate objectives is to establish positive relationships with at least 3/4 of our population - we want our country to #loveCBC. Our Social Media channels help bring us a little closer towards reaching that target each and every day.

Given this strategic framework, our aim with the VALENTINES FOR CANADA campaign was to leverage Valentine's Day to encourage positive engagement between @CBC and our audiences, but even more importantly among Canadians themselves - to provide a way for people to use our brand to connect with one another.

Why does this entry deserve to win?

Our creative approach for this campaign was to produce virtual VALENTINES FOR CANADA that our fans could share with one another via Social Media - somewhat akin to how young schoolchildren hand out branded valentines to their friends each February 14th, but a digital iteration of the tradition.

Each of our two dozen virtual valentines graphics brought the brand to life through the use of iconic CBC programs and personalities, recognizable catchphrases, clever puns and universal Canadian symbols. In the development of these valentines, our team strived to weave the CBC brand story into audiences' identities as Canadians. We positioned this campaign around the shared experience of Valentine's Day to first establish an emotional connection, then designed the rollout to compel people to action - to encourage audiences to share these Social Media greetings with their friends and family.


Results

On February 14 and in the days leading up, Canadians from Halifax to Vancouver and around the globe were sharing, tagging, retweeting and reblogging our valentines with their loved ones online. Across Facebook, Instagram, Twitter and Tumblr this campaign had an incredible collective reach of more than 5 million people and 7.5 million impressions (paid+organic) - a significant portion of our country's population. We generated a total of 3.5 thousand comments, 14 thousand amplifications/shares and more than 80 thousand likes - outperforming media/entertainment benchmarks across the board and far surpassing even our own stretch targets. Sentiment was overwhelmingly positive, the puns driving most of the audience accolades.

It was clear, people were using these extensions of the CBC brand to connect with one another, to send 'hellos' and 'happy Valentine's'... to BE social. Given our Social Media objective is to foster conversations with Canadians online, safe to say February 14 was a successful topic of discussion.

Media

Produced by

CBC

Links

Entry Credits