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

Billie, Your Scent Bestie

Finalist in Retail & E-Commerce, Other Platform Presence

Entered in Humor

Objective

Bath & Body Works fans spoke...and we listened. When customers asked for the return of Billie (our beloved, yellow rubber ducky toy), we took this comeback to the next level.

Enter Billie: Your Scent Bestie — now reimagined as, not only a life-sized mascot, but the iconic face of our Semi-Annual Sale.

As the ultimate scent expert and our community's new BFF, Billie’s “trust-me-I’m-a-duck” attitude graced feeds with doses of true cheeky charm. Billie embodied some fierce main-character energy, offering scent tips and relatable advice that humorously connected with fans while creating unforgettable (and iconic!) moments.

Strategy

Designed to be the symbol of the Semi-Annual Sale, Billie’s larger-than-life presence created instant excitement. We worked very closely with the Bath & Body Works team, and our vendor, to design and produce Billie from the ground-up, resulting in a truly custom, one-of-a-kind.

Our social campaign tapped into trending audio, cultural moments, and Gen Z behaviors, transforming Billie into a content star. From quirky advice to scent-matching tips, Billie’s engaging personality not only amplified the sale’s visibility but was a key driver behind fan conversions, too.

Billie became more than a mascot...They became a beloved icon. Billie successfully sparked joy and helped our audience form strong, positive associations with the Semi-Annual Sale—which they shopped AND celebrated alongside Billie.

Billie’s comeback went beyond being a response to fan requests—it was a testament to Bath & Body Works’ dedication to listening and delivering joy in bold, creative ways. Fans on social have instantly praised Billie as their “hero,” an “icon,” and even want their own plushies to purchase...plus a signature Billie scent.

Results

Bath & Body Works’ beloved mascot, Billie the Duck, has stolen hearts and sparked conversations, becoming a true fan-favorite during the Semi-Annual Sale (SAS). Through entertaining and relatable content, Billie brought a sense of fun and joy to the BBW community, driving incredible engagement.

Fans couldn’t get enough, showering Billie with love in the comments:

The overwhelming excitement didn’t stop there. Fans want Billie-inspired merch, plushies, and even product recommendations. Billie has cemented their place as a hero and BFF for BBW lovers everywhere.

The results were just as impressive:

With such strong momentum, fans are already counting down the days until Billie’s return. This program not only showcased Billie’s star power but proved the magic of connecting with audiences in an authentic, whimsical way. Billie is more than a mascot—Billie is a movement.

Media

Entrant Company / Organization Name

Razorfish, Bath & Body Works

Links

Entry Credits