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

NBCUniversal Creative Impact Lab: Girls Write Now

Finalist in Integration with Traditional Media

Entered in Public Service Announcement, Social Activism, Social Good Campaign, Storytelling, Vertical Video

Objective

NBCUniversal’s Creative Impact Lab is the destination for nonprofit storytelling. The Lab provides grants to nonprofit creative agencies to produce marketing assets for other nonprofit organizations that tell their stories. This project aimed to tell the story of Girls Write Now (GWN), using digital and social assets targeting young women ages 14-24 eager to learn and grown as writers and leaders.  

This campaign was produced by Reel Works’ emerging content creators, who received creative guidance from NBCU storytelling experts. These young apprentices understood how to create content that resonated with GWN’s target demographic.  

The primary objectives were to create awareness for the work GWN is doing and to encourage interested young women to get involved. Reel Works produced 11 social videos for GWN that highlighted the confidence and empowerment they strive to instill in the girls who participate in its programs.  

To take advantage of another key aspect of the Lab–donated ad inventory on the platforms of Comcast NBCUniversal–Reel Works produced a :30 PSA that featured a real-life mentor-mentee pair from GWN. The national on-air exposure presented a mass audience reach opportunity, so showcasing the benefits for mentors was a strategically apt decision.  

Strategy

Over the course of four months, Reel Works and its apprentices underwent a well thought out production process, meeting regularly with Girls Write Now and its NBCUniversal mentors to discuss the project, develop a creative concept, and eventually execute a video shoot.  

In order to deliver on Girls Write Now’s desire to reach younger audiences via social media assets, Reel Works developed a strategy for capturing the testimonials of current Girls Write Now participants via self-taped “user-generated-content”-style videos. This posed a unique challenge, as in many cases the participants were situated in different locations and states.  

Reel Works was resourceful in developing a filming strategy that made the participants’ distance and the lack of a standardized shoot aesthetic an asset instead of a hindrance. The Reel Works team developed social assets that felt organic, youthful, and true to the target audience, allowing each video participant to imbue their own sense of style and personality into the pieces.  

Results

After the :30-second PSA was completed, it received on air amplification across the platforms of Comcast NBCUniversal leading to over 1.5 million impressions and delivering on the project’s primary goal of broadening awareness for Girls Write Now’s work and mission.  

Furthermore, Girls Write Now was able to use the social assets that were produced through the Creative Impact Lab to further its goals of connecting with its desired target audience and broadening awareness of its programs amongst potential participants.  

The Reel Works and NBCU videos, including the sizzle reel, PSA, and user generated content, generated24,200 views and 5,253 impressions across TikTok, Instagram, Facebook, and YouTube. The videos reached over 5,771 accounts. The social campaign garnered 24,200 views and 5,253 impressions across TikTok, Instagram, Facebook, and YouTube. The videos reached over 5,771 accounts. These numbers are very strong in the context of other GWN social content. 

Media

Entrant Company / Organization Name

NBCUniversal Creative Impact Lab

Links

Entry Credits