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

Big Happy Maximizes the Dollar for Discount Marshal

Finalist in Paid & Amplification

Entered in Consumer Brand

Objective

In June of 2024, a leading discount retailer approached Big Happy. During a period of rising prices, they wanted to give back to consumers by bringing awareness to all the weekly discounts and promotions occurring at their stores that make consumer goods more affordable. They also wanted to find shoppers where they were - on their mobile phones - and leverage the device to gain a larger audience for their deals, as well as make sure that shoppers were aware of the specific deals at their local stores. Ideally, the retailer's customers would be able to rely on their mobile ads for the weekly deals. 

Big Happy proposed the use of their cutting-edge ad unit, the Infusion Deluxe, which seamlessly integrates the client’s own dynamic API data into the creatives. The solution was that the ad created would act as a digital circular, seamlessly updating on a weekly basis to show the relevant deals according to the different zip codes where the ad would run. By amplifying their weekly discounts for different products, Big Happy was confident they could drive foot traffic to stores and create substantial incremental revenue for the client, while simultaneously helping consumers shop smarter.

Strategy

Because of Big Happy’s advanced technological capabilities, the team was able to create an expandable unit that leveraged the client’s proprietary data and acted as a weekly digital circular. The Big Happy team created a series of units - one for each week - that featured dozens of products that the client was running deals on. Each different creative began as a Sunrise unit, a type of unit that sticks on the bottom of a consumer’s screen as they scroll. The Sunrises featured up to seven products that the client most wanted to increase sales on. From there, consumers could click the ad and it would expand into a full-screen, scrollable circular. The expanded page contained both all of the local weekly deals (over 50 per unit), as well as the location of their nearest store. This timely and relevant information motivated the user to go visit their nearest store within the week to obtain the featured discounted products. 

Results

Over the course of the campaign, the 34 expandable units that the Big Happy team created for the client delivered outstanding results, exceeding performance goals and reinforcing the strength of Big Happy’s dynamic ad technology.

Overall, this partnership was an innovative example of how Big Happy’s dynamic API-driven mobile advertising can be used as a tool to drive in-person results. The achievements of this campaign solidified an ongoing partnership between the client and Big Happy, demonstrating the power of tailored, creative mobile advertising. 

Media

Entrant Company / Organization Name

Big Happy

Entry Credits