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From the 15th Annual Shorty Awards

iShares by BlackRock Social & Content Strategy

Finalist in Financial Services


As the ETF industry continues its exponential growth, iShares stands out from the crowd—not just as the world’s largest ETF provider, but as a leader who continuously challenges the status quo to drive positive change in the financial industry, and in the world. With the rapid change and volatility in the financial markets, iShares reached out to Ready Set Rocket to help grow AUM by connecting to a new generation of potential investors to increase awareness of iShares and ETFs.

Strategy and Execution

First, we performed a comprehensive analysis of Millennial and Gen Z investors, along with Financial Advisors and Institutional Investors, assessing key nuances in mindset and behaviors based on HHI, age, and financial literacy. From there, we defined a content and social strategy to identify opportunities to educate these audiences on the benefits of investing in iShares ETFs, as well as introduce them to the brand and product offerings. We then implemented these strategies, and executed on cross-channel content programs distributed across social channels, including Instagram, Twitter, Linkedin, Reddit and TikTok.

We took complicated financial jargon and made it digestible, pairing impactful headlines with illustration and motion—turning traditionally daunting information into engaging and relevant bite-sized social content.


By elevating iShares’ content and messaging, we’re successfully reaching audiences on platforms that are relevant to them. From newer investors like Millennials and Gen Z audiences to Financial Advisors and Institutional Investors, we’re helping educate them on the world of investing and exposing them to new opportunities to help better navigate current market volatility. The cherry on top was that in our first year of developing social for them, LinkedIn reached out to the iShares social team and congratulated them on having unique, and highly engaging social content.


Entrant Company / Organization Name

Ready Set Rocket, iShares by BlackRock


Entry Credits