THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

What Should I Do With My Money?

Entered in Branded Podcast

Objective

What Should I Do With My Money? by Morgan Stanley connects individuals with financial questions to experienced financial advisors. The podcast showcases these initial conversations, providing listeners with insights and answers to their own financial queries. The goal is to demonstrate the positive impact of having an experienced financial advisor on your side during life's significant moments. 

The podcast features individuals with a diverse range of backgrounds and financial situations, asking questions about topics that matter most to them, including prenups, generational wealth, homeownership, and charitable giving. This approach makes the podcast relatable and relevant to a broad audience.

Each guest is paired with a financial advisor from Morgan Stanley who provides personalized guidance and insights based on the guest's specific circumstances and goals. The conversations highlight the value of professional financial advice in navigating complex financial matters.

The podcast aims to educate listeners about various financial topics by showcasing real-life scenarios and expert advice. Listeners learn about financial planning, investing, retirement planning, estate planning, and more.

The podcast strives to increase financial literacy among our listeners by making financial topics more accessible and understandable, empowering individuals to make informed decisions about their money.

Our aim is to build trust in financial advisors by showcasing their expertise and commitment to helping clients achieve their financial goals. By highlighting the benefits of working with a financial advisor, the podcast encourages listeners to seek professional help when needed.

Strategy

When this show was conceived, the idea was "Esther Perel for personal finance." We wanted to create a similar feeling of listening in on a real conversation, with a strong sense of story and characters. It was a structure that would perfectly illustrate what it is like to have an initial conversation with a financial advisor, since we were tyring to help listeners overcome the fear and concern people have when entering into this partnership.

The biggest obstacle we faced in season one was recruiting guests. Even though they would be anonymous, it was hard to convince people to come onto a brand new show and reveal their personal finances. Not to metion their worries and concerns.  Season 2 was much easier, since the show had already launched and had won numerous awards. In fact, we were able to focus on a variety of individuals, of different ages and income levels, with a range of concerns. And all with distinct stories.

The way this show is unique is clear: no other financial brand in the world offers a show where real people talk with financial advisors for the first time.

Results

Season One of the show won numerous awards and received glowing reviews from critics and listeners alike. And while traffic was exceptional, the goal for season two was to increase listenership by at least 15%. By delivering an even stronger second season - with emotional stories, compelling conversations and actionable advice - we increased listenership by a staggering 400%. 

Media

Entrant Company / Organization Name

Morgan Stanley Wealth Management

Link

Entry Credits