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

Betty Crocker & Kylie Jenner: The Ultimate UGC Activation

Entered in User-Generated Content

Objective

Betty Crocker, an iconic household CPG baking brand with a legacy spanning over 100 years, faced a unique challenge when Kylie Jenner, the queen of social and beauty influencer, shared a moment of indulgence with her 56 MILLION followers—eating Betty’s frosting directly from the jar. 

When the ultimate piece of UGC falls in your feed, ignoring is not an option. We needed to capitalize on our moment and breakthrough culture.

Strategy

In real-time, we jumped into the comments, engaging with the community and other influencers to spark trial. Building on Kylie’s immense social relevance, we responded in a way that felt native to the platform where the post originated: TikTok.

By duet-ing Kylie’s content (with her permission), we shared her endorsement with a creator-style video that paid tribute to the beauty influencer industry. ASMR-inspired nail taps on the product. A hand drawing the product into focus, just as one might showcase a new lip gloss. It was a seamless integration of beauty and indulgence.

Results

We garnered 338% more impressions, 224% more shares, and 100% more engagement than the prior 12-month average. This UGC-turned-real-time-activation moment also opened doors to new opportunities, including potential collaborations with Kylie, and uncovered a relevant audience among younger demographics.

And the impact on the business? Betty's frosting sold at nearly twice the pace of competitors at Target and outpaced all other frostings at Walmart and traditional grocery stores–safe to say Betty’s Cinnamon Toast Crunch and Oreo frostings experienced a notable sales surge.

Betty may be 103 years old, but she’s undeniably in her come-back era.

Media

Entrant Company / Organization Name

The Social Lights, General Mills

Link

Entry Credits