ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

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Youth & Family

Environment

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Social & Racial Justice

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Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

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PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

The Bid podcast by BlackRock

Finalist in Branded Podcast

Objective

The objective of the Global Content Strategy team is to develop, produce and distribute high-quality, engaging and shareworthy content and creative that shares BlackRock’s economic insights, reflects our purpose around financial well-being, explains our business and humanizes our brand. To achieve this objective, we created a modern content newsroom that produces video and audio content that highlights BlackRock’s thought leadership on markets and the global economy.

A key component of our content newsroom is The Bid podcast. The Bid breaks down what’s happening in the markets and explores the forces that are changing investing. The Bid aims to help listeners learn more about developments in the markets through storytelling from thought leaders in and outside of BlackRock.

Strategy

At the start of 2020, the data showed that The Bid sat in the top 5% of podcasts across categories. Our objective was to increase downloads of The Bid by diving deeper into topics the data had shown resonated previously; exploring new topics that were areas of focus to the business; and experimenting with new formats.

First, we sought to leverage the data from prior years to continue focusing on topics that resonate with our audience. Through the 2018 and 2019 data, we learned that topics such as technology, megatrends (long-term structural forces shaping the global economy) and our global investment outlook performed well in addition to timely insights, such as elections and geopolitical events. Throughout the year, we featured these topics more often. Additionally, when Covid-19 hit, we pivoted our content strategy to focus nearly entirely on Covid-related content, capitalizing on the insight that timely content resonates. We released an episode in March around how Covid impacted our market outlook, and in the months since, continued to update listeners with how Covid had touched different areas of the markets, from sustainability to credit to real estate. Our listener feedback to this pivot was strong; listeners appreciated having a go-to source to learn about how the pandemic was reshaping global markets.

Second, we explored new topics that were areas of focus to the business. With sustainability as a key firm priority in 2020, we ran a sustainability mini-series throughout the year. Our mini-series, “Sustainability. Our new standard” touched on our outlook for sustainability around the globe, from the U.S. to Hong Kong; how Covid-19 heightened focus on climate change; and how different portfolio managers incorporate sustainability into their investment process. We also covered priority topics such as alternatives and indexing.

Lastly, we experimented with new storytelling formats. While The Bid has traditionally utilized a Q&A format, we created a few episodes throughout the year that leveraged multiple speakers in one episode, woven together by moderation, such that the episode told a complete story. One episode, “14 questions answered about the coronavirus,” featured six portfolio managers and strategists answering the top questions we had received from our clients around Covid-19. Additionally, we leverage live, virtual events for episode content as well. At our Global Summit in June, we conducted a sustainability roundtable with external thought leaders that later became an episode of the podcast.

In promoting the podcast, to reach our target audience, we promote the Bid with paid and organic support across our LinkedIn and Twitter channels. We frequently review our social reporting to gather insights on how to better optimize our tactics, creative and promotional copy to ensure we are were effectively reaching our target audience. For example, we learned that including a video snippet of an interview resonated better with our audience than a static creative asset. We also learned that users preferred short, pithy social copy

Results

By the end of 2020, The Bid exceeded 11,000 average downloads per episode, placing us in the top 2-5% of podcasts across categories. Average downloads per episode increased by 36% throughout the year, and monthly average downloads of the series overall increased by 36%.

An additional objective was increase brand awareness and trust among our target audiences. To measure success against this objective, we tapped into our social partners to help us implement quarterly brand studies. In our latest brand study with Twitter, measuring The Bid as well as other owned content series, we saw lifts across ad recall, brand awareness and favorability. Each of these metrics saw major improvements in exposed/engagers compared to the previous quarterly study, meaning that we are continuing to build trust and awareness amongst our target audience.

As a KPI for our paid social tactics, we used click-through rate (CTR). Clicking out to read more content was indicator of engagement and therefore consideration/preference. On Twitter, our campaign CTR was 0.53%, which was 96% above benchmark (0.27%). On LinkedIn, our campaign CTR was 0.86%, which was 121% above benchmark (0.39%).

Media

Produced by

BlackRock

Link

Entry Credits