NEW YORK, April 17, 2025 // 5WPR, one of the largest independently-owned PR and digital marketing firms in the U.S., is proud to announce it has been named as a finalist in the 17th Annual Shorty Awards for its campaign work with G-SHOCK. The work was recognized in the Paid & Amplification category, celebrating innovation and excellence in digital media strategy.
The finalist nod highlights 5WPR’s dynamic, cross-platform campaign that combined disruptive creative, culturally relevant messaging, and a bold paid media strategy to support and reinvigorate G-SHOCK’s digital presence. Tasked with helping G-SHOCK grow its brand in an increasingly saturated category, 5WPR led a comprehensive overhaul of the brand’s paid social approach. Through detailed analysis of past performance, competitor benchmarking, and product positioning, the team crafted a strategy that refined targeting, optimized creative assets, and implemented a data-driven testing framework to maximize performance.
The results were game-changing. Cost per acquisition (CPA) decreased by 63%, return on ad spend (ROAS) increased by 118%, and purchases more than doubled, also up by 118%. Even as impact soared, the campaign drove greater efficiency, reducing overall ad spend by 26%. G-SHOCK didn’t just maintain relevance, it expanded its reach, turning a cult favorite into a dominant force in the market.
“We’re incredibly excited to be named a finalist in this year’s Shorty Awards for our work with G-SHOCK,” said Paul Miser, Executive Vice President & Group Director, Digital at 5WPR. “This campaign is a perfect example of what happens when you combine powerful creative, deep cultural insight, and smart paid media and performance marketing strategy. We’re grateful to our partners at G-SHOCK for trusting us to push boundaries together and to the Shorty Awards for recognizing that work.”
The Shorty Awards honor the best in digital and social media, and 5WPR is proud to be among the standout agencies leading the charge in paid media innovation. The recognition underscores 5WPR’s continued investment in building high-performing digital campaigns that drive brand awareness and real business impact.
The public is invited to vote for the campaign now through April 30, 2025. To view 5WPR’s finalist submission and cast your vote, click here.
