10th Annual Shorty Awards Categories

The 10th Annual Shorty Awards will be held April 15th, 2018 in NYC. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

E*TRADE Truth Bombs

Entered in Financial Services


30+ years after pioneering the online brokerage category, E*TRADE was struggling to break from a third-place position in consideration and in financial jeopardy.

Pinched between full-service advisory-based firms (targeting affluent investors) and emerging low-cost platforms, the brand set its sights on inspiring new-to-the-market to start trading with E*TRADE.


E*TRADE needed a big idea that toppled investment inertia, dramatically increased new accounts and reestablished the brand as a culturally aware challenger that had investors' backs.

While the financial category is surrounded with insincere messages of happiness and peace of mind, E*TRADE decided to acknowledge real-life financial frustrations head-on, and motivate consumers to turn their dissatisfaction into action.

"Don't Get Mad, Get E*TRADE" put their dissatisfaction with money front and center.


Just 10 weeks after the campaign launched, E*TRADE was already seeing historic growth in new accounts.

-Gross new accounts from July/August led to the highest growth rate since 2007.

-August was E*TRADE's highest-grossing new account month on record—ever.

E*TRADE'S CEO even took notice, crediting us with having played a critical role in their newfound success:

…Following the launch of the campaign, we have experienced a pronounced boost in key metrics relative to advertising awareness among our target market, prospect website visits and, most importantly, new account growth…we are getting our swagger back.


Video for E*TRADE Truth Bombs

Produced by

MullenLowe U.S., E*TRADE


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow,, and the rest of the social web.

The 10th annual shorty awards will be held april 15th, 2018 in new york city

late Deadline for Brands & Organizations

02 . 22 . 18