3rd Annual Shorty Social Good Awards Categories


See below for official categories. The final entry deadline is September 20th, 2018.

The 11th Annual Shorty Awards will open for entries on October 22nd, 2018.

From the 9th Annual Shorty Awards

Save the future of motorsports!

Finalist in Call to Action

About this entry

Our objective was to motivate people to send letters to their member of Congress encouraging them to support the Recognizing the Protection of Motorsports (RPM) Act (S. 2659).

Why does this entry deserve to win?

Our strategy was to speak directly to the people who would be affected by the EPA's proposed regulation and spark emotion within the racing community.

Tactically, our team chose to use geo-targeting to deliver custom ads directly to affected consumers. We matched our ads copy to correspond with the Congressional District we were targeting, creating a personalized ad experience for each constituent. Finally, we broke down each district into three segments to correspond with the type of car each constituent would most likely be interested in: hot rod, truck or drifter. For example, we were able to target Sen. Mark Warner's constituent, who loved trucks and would be affected by the EPA Rule.

Our digital campaign was fully informed by data as well. At all times, we were able to track how many letters were signed in each district, modify ads that were not performing well and allocate additional resources to ads that were over performing. We were also able to target locations where there were racing events and stop targeting those who had already sent a letter to Congress.

To ensure we reached audiences that were beyond SEMA's original reach, our team created "Lookalike Audiences" and layered targeting profiles on top of those new audiences. Reaching new people who were not familiar with SEMA or the EPA proposed rule was critical and allowed us to increase the number of people who contacted their member of Congress.

Results

- Twenty-four fours after campaign launch, the Environmental Protection Agency dropped proposed rule that would have regulated motorsport emissions.

- The RPM Act (S. 2659) gained an additional co-sponsor (Senator Marco Rubio) due to political pressure caused by letters sent to Congress.

- 2.3 million impressions

- Over 102.2K people clicked on our ads

- Over 11.4K letters sent to Members of Congress

- Our ads created a 33% lift in total letters sent to Congress

- Mobilized and activated a series of grassroots organizations

Media

Produced by

Subject Matter, Specialty Equipment Market Association (SEMA)

Links

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, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and the rest of the social web.

The Shorty Social Good Awards will be held November 15, 2018 in New York City