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 9th Annual Shorty Awards

Twitter Beef

Winner in Online Community

About this entry

Seven out of ten people are not aware that Wendy's serves hamburgers made from fresh, never-frozen beef. Focus groups said they did not believe the fresh beef claim because it has to be frozen to be transported. This lead us to exclaim to each other on more than one occasion, "Have these people forgotten about refrigeration?"

Starting in 2016, Wendy's was on a mission to move the needle on their fresh beef awareness with an aggressive television and social campaign targeting the "Othr-Guyz" who use frozen beef.

However, it was the most innocent tweet that sparked more awareness than any of our previous efforts.

Why does this entry deserve to win?

Our purpose on social media is to delight and celebrate our audience with conversations and branded content inspired by their interests, behaviors, and lifestyles.

This includes our community management approach which is to engage with fans and followers one-on-one to create a bond.

However, not every follower is a fan. And while we never pick a fight, we are masters at self defense, especially when someone comes after us about one of our key brand differentiators. In this case, it was our fresh, never-frozen beef.

So we used our trademark Wendy's brand charm to diffuse a misconception in one simple exchange that got a lot of attention for our fresh, never-frozen beef hamburgers.

Results

The Wendy's Twitter Beef earned the highest volume of Wendy's mentions across the internet (55K mentions in one day) that we've ever seen.

This equates to avg. daily conversation volume about 25X higher than normal

In three days, the organic reply tweet (to the right) had 937K organic impressions! It also earned 157K organic engagements. This is a 17% engagement rate (average is 1.4% in the last 28 days).

Overall conversation about the refrigerators tweet and the following roasts was HIGHLY positive. People loved Wendy's "sass" and encouraged us to "roast" them

Also in these four dyas, we earned 46.8K new followers on Twitter, hitting our 1 million Twitter followers mark.

The Twitter Beef became a national news story covered by several mainstream news outlets. Most notably, Anderson Cooper reported on it and even staged a re-inactment of the initial exchange.

The troll in question, Thuggy-D, deleted his Twitter account, but came back a few days later, posting a picture of a Wendy's meal he was enjoying with #Respect.

Media

Video for Twitter Beef

Produced by

VML, Wendy's

Entry Credits