For The OUTThinking Investor podcast series, Bloomberg Media and institutional investment manager PGIM wanted to tell the fascinating origin stories of the financial instruments that we all take for granted. The podcast, supported by video and social media and promoted across the Bloomberg ecosystem, makes the connection between the problems these instruments were created to solve and why this history is relevant to understanding what is happening in the markets today.
The goal of this campaign is to promote PGIM thought leadership and enhance the relevance of PGIM experts within key institutional investment trends. The podcast, hosted by Paddy Hirsch, features PGIM subject-matter experts along with third-party experts including book authors, historians, academics, professionals who work at sovereign wealth funds and others. Rather than simply present historical nuggets, the podcast explains why this history is relevant today to help institutional investors make better decisions.
Utilizing Bloomberg’s proprietary artificial intelligence tool, AiQ, we leaned into the content and media consumption trends of our audience of institutional investors. Extracting insights has led to compelling content narratives and a multi-touchpoint distribution strategy—creating not just audio content, but complementary data-led narratives delivered through video, to diversify the storytelling format and broaden reach across the audiences’ preferred formats.
Together, PGIM and Bloomberg Media have reached and engaged institutional investors globally while elevating PGIM as a thought leader through the launch of the custom podcast series. The series has been augmented via custom QuickSight videos and a diversified multi-format distribution strategy.
PGIM received ample exposure, garnering 14.3M campaign impressions for The OUTThinking Investor. The campaign exceeded all engagement forecasts, delivering 2.7M video views (5.12% higher than anticipated), fueling discovery of the PGIM brand and custom content narrative. Promotional teasers drove almost 23K clicks (78% higher than anticipated), and over 1M social views have allowed audiences to listen to excerpts of the podcast off-platform. Video-led graphics have garnered the highest volume of views within the diversified distribution strategy. The podcast has achieved 3.7K downloads, and episode listens surpass unique listeners, as listeners consume more than one episode for deeper engagement.