by Mark Schroffner, EVP | Growth at The Media Image

‘Social media’ isn’t a collection of platforms. And it was never ‘new’, but actually something ancient, and intrinsically human. Sharing recognition of a constellation in the sky is a form of social media. Family stories passed down a generation over a campfire is a form of social media.

The platforms – Facebook, Instagram, TikTok, LinkedIn, X, Snap, Pinterest, Reddit, etc – are just the structured state-of-the-art planes, trains and automobiles that facilitate, accelerate, amplify, and multiply the already existing human desire for content transit and exchange.

When we like, agree with or believe in something, we want to tell someone about it. Sometimes we want to tell a lot of people about it. Some of us want to tell the whole world about it, which (for better and worse) has become somewhat possible. On the flip side, let’s face it, we also like to dislike, disagree, criticize and dump on things too…sometimes to the whole world - it’s equal opportunity sharing. Deep down even Ned Flanders quietly has the potential to throw a dart at someone’s balloon, and someone else will want to share a comment about having witnessed that. Fess up, Ned, we know you’re human!

We’re not all the same on both sides of the sentiment coin, but it’s part of the human condition. When we feel something, we want to share it, and gain a reference point for our significance in the world.

Serving on the jury team for the Shorty Awards gifted me the opportunity to pause, take broader inventory of our digital media ecosystem, and recalibrate a little.

It comes as no surprise to see how ubiquitous social media has become. And rather than view it as the growth of a channel or collection of platforms, I’ve begun to think of it more as a ‘right-sizing’ toward a very natural human desire, which is why it has digitally exploded so quickly. The immense water pressure was always there, and just needed the plumbing to unlock it. And due to this, it’s now a necessary element in any media/marketing/creative campaign or activation.

Social Media has a fantastic amplifying friend ‘Collaboration’. And it seems to be brand collaborations powered by social media that have set the bar as the success format for high impact activations, as they were well represented across the submission set I saw. But they’re difficult, and these things take ‘guts’. When you opt to bring a guest to the party, there are a lot of nuances to consider because overall partygoer UX/CX is at stake, and people will experience it and talk about it, maybe even tell the world about it. And when it’s done right, everyone wins - host, invite, guest, other partygoers.

Here are 4 collabs that stood out in my mind, that did it right (for different reasons), and really upgraded the party!

Arm & Hammer’s ‘Igniting Curiosity’ collaboration with STEAM took a long-standing brand that usually sits quietly in kitchen cabinets and propelled it into a fresh, exciting space centered around education and exploration. This activation powered rocket experiments and connected with multiple cities through physical events to refresh the brand’s image with a feel-good mission that brought people together offline. The collaboration was natural, easy to root for, and sparked genuine curiosity and conversation.

Another memorable activation was ‘Warriors On Board,’ a partnership between The Wounded Warriors Project and The Many. This campaign bravely bridged two very different audiences, Veterans and Gen Z, who might be physically near each other but culturally distant. Using mental health and art therapy as common ground, the activation presented intimate, strikingly beautiful skateboards that captured hearts on social media. Despite its niche focus, the campaign invited broad engagement through its authenticity and analog touch, encouraging viewers to pause, appreciate, and share.

Then there was 7-11’s bold launch of its Big Bite Hot Dog Sparkling Water. The campaign leaned fully into an April Fool’s prank, throwing a wildly unexpected flavor concept into the social media wild, in order to generate exposure across a broader real product launch. The reactions were a rollercoaster: Was it real? Did it taste good? Or was it just plain gross? The mix of amusement, disbelief, and curiosity made it impossible to ignore. This was a brilliant play on social media’s insatiable appetite for outrageous, shareable moments. It was an audacious brand move, and a reminder that in the ecosystem of social media, the complete spectrum of emotional responses can create gravitational pull - powered not just by the advocates, but also the critics, jokers and memers, enabling 7-11 to gain exposure as well as carve out a path for future brand moments.

Finally, the ‘A Full Plate’ campaign by FairPrice and BLANC showcased a different side of social media: elegance and sophistication. Instead of shock tactics, this activation used a thoughtful, data-driven approach to make nutrition more accessible to people in need across Singapore. Donation mechanisms were integrated into the grocery shopping journey through produce-shaped QR codes and an app to balance education, empathy, and innovation. This complex, well-rounded activation addressed a deeply relevant social issue with clarity and respect.

Each of these collaborations shows how social media, when paired with thoughtful partnership and authentic storytelling, can elevate a campaign from ordinary to extraordinary. They remind us that in this digital age, the best activations embrace complexity, take risks, and create meaningful experiences that people want to share.

A quick thank you to the Shorty Awards team for having me on the jury team this year, and also being able to take pause and share everything above.

Thanks for reading!