Branding and IMC (Integrated Marketing Communications

PART 1. Visit this web page, https://shortyawards.com/12th/winners
^(Links to an external site.), which shows the winners of the most recent Shorty Awards (the awards recognize
notable social media activities). Scroll down to where it says "BY INDUSTRY" and from that section choose
TWO social media campaigns that you think are highly impressive (you can read about the campaigns by
clicking on them). For EACH campaign you chose, answer the following questions.

1. Who was the winner (the company/brand/organization)?
2. What was the campaign promoting?
3. Who was the campaign's target market/audience? (You can find this information in the "About This Entry"
   section of the campaign's information page.)
4. What was the outcome of the campaign? (You can find this information in the "Results" section of the
   campaign's information page. Look for words like reach, engagement, and impressions)
5. Explain what personally drew you to the campaign. Why did you find it impressive, interesting, intriguing,
   and/or moving?
6. Evaluate the campaign based on the following criteria.
   -Relevant? Is the social media campaign centered around something that's relevant to the brand's target
   consumers' needs, interests, goals, values, and/or passion? Explain.
   -Personalized? Does the campaign allow the audience to have a more personalized, unique, and customized
   experience? Explain.
   -Interactive? Is the campaign interactive? Can consumers interact with the brand or with each other through
   this campaign? Does the campaign draw active participation by consumers? Explain.
   -Integrated? Are the various elements of the campaign well integrated? Overall, is the campaign delivering a
   cohesive message to the audience? Explain.
   -Authentic? Does the campaign seem authentic, original, and genuine? Does it seem natural and true to the
   brand's core values and positioning? Explain.