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

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Health & Wellness

Fitness & Nutrition

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Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

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Multi-Platform

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Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

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Self-Defined (Social Engagement)

Self-Defined

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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

Hairspray Live! Influencer Spectacle

Entered in Multi-Platform Campaign

About this entry

NBC Entertainment Marketing tasked Digital Media Management with creating a social influencer campaign that would generate awareness and drive tune-in for the Hairspray Live! broadcast and second screen Facebook Live experience. Influencers were invited to visit the set, meet with talent, and watch the live taping from a VIP viewing area – all while promoting with #HairsprayLive.

Why does this entry deserve to win?

Digital Media Management partnered with 20 all-star influencers, with backgrounds in music & entertainment to participate in this once-in-a-lifetime experience. The campaign would incorporate content tailored for multiple social platforms, including Facebook, Twitter, Instagram, Snapchat, YouTube, and Musical.ly.

Eight influencers were responsible for hosting the Hairspray Live! Facebook live. This social squad was granted exclusive access to the set & prop house where they were able to watch rehearsals, mingle with the cast in hair and make-up, and capture engaging social content with Facebook live host, Darren Criss.

12 additional influencers joined the social squad on show day to participate in the Facebook Live event, and enjoy all the perks of the VIP platform which included photo opportunities and access to the show's official VIP after-party - key opportunities for buzz worthy social content.

In addition to the onsite initiative, Digital Media Management + NBC Entertainment Marketing sent out over 100 Hairspray Live! viewing kits to targeted influencers around the country. The kits included wigs, hairspray, t-shirts, and other exciting surprises that encouraged influencers to promote the show while using #HairsprayLive.

Results

Hairspray Live! was the No. 1 worldwide trend throughout the east and west coast broadcast. The digital influencers' 240+ cross-platform posts garnered more than 3.1 million interactions and reached over 49 million through Facebook, Twitter, Instagram, Snapchat, YouTube, Musical.ly. The Facebook Live video has been viewed over 3.9 million times. Media outlets including Mashable said, "the show ended up shining brightly on social media."


Media

Video for Hairspray Live! Influencer Spectacle

Produced by

Digital Media Management , NBC Entertainment Marketing

Links

Entry Credits