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

Making Shopping Très Chic

Entered in Branded Content

Objective

While Google (Search) is the home-base of the internet, only 13% of consumers are aware of the ability to Shop with Google, so we set out to drive awareness and usage of Shop with Google during one of the most popular shopping seasons - back-to-school.

We wanted to be relevant to a younger, GenZ audience and position Shop with Google as the go-to platform for their back-to-school needs by highlighting the diverse, personalized shopping features.  

Strategy

Given these trends, we focused on film and TV IP that we could partner with, that had strong main characters and social clout.  Ultimately, we landed on Netflix’s hit show Emily in Paris, giving the campaign a relevant and stylish feel.  

Tapping into the show’s themes of fashion, we inspired audiences to use Google’s Lens technology to shop products directly from the show and the surrounding ecosystem.  We worked with Netflix and MTV Studios to create multiple pieces of custom content featuring different “main characters” including Lily Collins (Emily), Ashley Park (Mindy) and more.  

We were intentional about our media placements, building an integrated media plan surrounding the show’s season 4 release, that spanned OLV, digital, social and even an activation at the world premiere in LA.  

First, we introduced our partnership with Netflix’s Emily in Paris at its world premiere in LA where guests went on a style journey with Google, utilizing Lens on looks inspired by the main character, Emily, to unlock a gift card to purchase a similar outfit and enter into a sweepstake for a trip to Paris. 

Then, we created custom :15 second videos with actress Lily Collins, in character as Emily, showcasing how she uses Lens to quickly find what she needed - like a chic pair of shoes to compliment her outfit. These spots aired before the show for Netflix ad-tier users, across YouTube and as social collab posts with Lily Collins and Emily in Paris accounts. 

We also took over Netflix and YouTube pause breaks with ads encouraging viewers to Lens Emily’s outfits from the show to inspire their back-to-school shopping. 

Anticipating social conversations would spike near the premiere, we then launched Trending Social Ads, responding to conversations in real time around how to shop your favorite outfits from the show. We featured Emily in specific fashion items from the newly released episodes, prompting users to use Shop with Google and the Lens feature to shop similar outfits.

Lastly, we centered on a partnership with The Cut, for a custom editorial program featuring actress Ashley Park in character as Mindy Chen, providing style advice. 

Results

Emily in Paris Season 4 amassed 20 million views in the first four days of its release, cementing it in the top 10 most popular shows on the platform globally. Building off the show’s widespread appeal, our partnership gave viewers not only more Emily in Paris content but linking the show’s content directly to the functionality of Lens and Shop with Google technology increased viewers’ consideration +91% to use Shop with Google for future purchases (according to Netflix’s Latitude 2024 study).

Overall, our campaign garnered 540M impressions, 161M video views across social, OLV and CTV and drove 3x higher usage than our goal. 

These achievements not only exceeded performance benchmarks but also solidified Shop with Google’s cultural relevance and utility among Gen Z shoppers, delivering measurable value and driving impactful brand awareness for the client.

Media

Entrant Company / Organization Name

EssenceMediacom, Google Shopping

Entry Credits