Talk about a #latergram…in all the craziness of 2020, we never had a chance to celebrate an exciting award! Back in May, the Resound team was honored to be named a winner in The Social Shake-up Social Media Awards, recognizing exceptional work of social platforms and digital teams in the social media industry.
Resound took home the top award in the Instagram – Best PR Campaign category for helping Baby Shark dominate headlines and social media during the 2019 MLB World Series through a campaign that was 100 percent earned (no paid placements). Thanks to a well-timed creative mailer strategically sent to Washington Nationals’ outfielder Gerardo Parra, who used the song as his walkup music, Baby Shark ended up in the Nationals’ dugout as the team competed through the National League Championship Series and then the World Series itself (which they won!). The result was an Instagram frenzy, amassing more than 786 million earned impressions within a few days, a 5x uptick in the product’s Amazon sales, and a Baby Shark plush doll being deemed an official piece of World Series memorabilia.
“There’s simply no match for the creativity that happens when the Resound team starts thinking of new ways to engage media and influencers,” said Ilana Zalika, Resound CEO. “Nothing represents that better than a mailer that starts as a brainstorm in our office and makes it all the way to the World Series! I couldn’t be more proud.”