THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

A Balance of Details

Entered in Art Direction

Objective

When it comes to the social media landscape, luxury automakers have historically played it safe with sleek car shots and product-focused messaging.

As a newer player in the crowded luxury car space, Genesis lacks awareness, familiarity, and consideration with buyers and intenders. Our challenge is to break through their noisy, overcrowded feed and differentiate the brand's social expression from the competition.

Our goal was to drive Genesis brand awareness and familiarity with new luxury audiences. To do this, we developed an art series that demonstrates how these vehicles are works of art in and of themselves.

Strategy

Across Genesis’ social channels, we launched a campaign of hyper-real CGI spots created with the help of FutureDeluxe. Each opens on a sculpture made from balancing different Genesis vehicle parts. The sculptures evoke a sensation of calm amidst the noise of the feed, inviting the viewer to dive deeper and examine their automotive details. Then, with a smooth camera pan, we reveal the corresponding Genesis vehicle. Each sculpture is set in its own environment with a unifying texture and color scheme, supported by atmospheric sound design to enhance a sense of discovery. In both Paid and Organic executions, we play to our audience’s affinity for art by highlighting the hero sculptures with unique elements for TikTok and IG Reels. We encouraged engagement through tactics such as a poll, and a “making of” video.

Results

The social campaign led to an 80% increase in reach. It drove the highest volume of views and received 329% higher average video views per post. Lastly, it accounted for a third of the total three-second video views, thruplays, and total video views.

Media

Entrant Company / Organization Name

INNOCEAN USA, Genesis Motor America

Link

Entry Credits