Only country artist campaign to win and the highest awarded, of only two Nashville-based companies to win out of 438 honored
Nashville, TN (February 29, 2024)—AVE EAST MKTG, formerly Marbaloo Marketing, won a 2024 Silver Clio Music Award for the ideation-to-execution success, impact and ingenuity of global superstar Dolly Parton’s grand entrance onto the leading destination for short-form mobile video, TikTok. The Clio Award winning campaign, Dolly Parton TikTok Launch, was a symphonic collaboration between the short-form video juggernaut, global media, a beloved entertainment icon and her long standing team-of-teams; CTK Enterprises, NOZ Entertainment, 615 Leverage, Marcel Pariseau of True Public Relations and Clio entrant, AVE EAST MKTG (formerly Marbaloo) owned by Faithe Dillman.
Remedy Creative Agency, the design and short-form video editing arm of AVE EAST MKTG (subsidiary of MARB MKTG), utilized the expansive CTK archive of 50+ years of Dolly Parton video content including music videos, interviews, film appearances, TV specials, and more to create the channel content with the input and guidance of Dolly’s Creative Director, Steve Summers. The agency also designed the single cover for “Berry Pie” using an image from a Duncan Hines product shoot. The iconic launch videos remain channel staples and user favorites; “I Have Arrived,” “Better Late Than Never,”and “You Know, I’ve never met a spud I didn’t like” (clip from Wired Interview).
AVE EAST MKTG’s marketing team executed a December launch where Dolly fans could celebrate the holiday season and her arrival on TikTok, by teaming up with SoundOn, TikTok’s music marketing and distribution platform, to officially release a "Berry Pie" Sound which was for the first time available (initially) exclusively on TikTok for users to include in their creations. The team, also in collaboration with 615 Leverage, engaged Conagra’s Duncan Hines to create content inclusive of her baking line that featured, “Berry Pie.”
“A sugary, down-home ditty that draws from traditional bluegrass styles, "Berry Pie" is the ideal soundtrack for holiday baking adventures–successes or blunders! Whether you're a professional patissier or attempting your first tart, "Berry Pie" is the sound For You…” - TikTok
AVE EAST MKTG’s Interactive team ideated, curated and published the high performing content from the last 50+ years spotlighting her effervescent relevance with viral videos and captions. Additionally, they drove UGC (user generated content) by creating compilation videos of user-created content that utilized the exclusive sound and posting those to Dolly’s channel, reposting to her channel high performing content and public interactions from Dolly’s channel to endearing content. TikTok’s marketing and artist relations team consulted on content, made meaningful trend participation recommendations and helped strategize a long term content plan to ensure success beyond the initial launch which came to life with her Rock & Roll Hall of Fame induction content series which includes her top performing video to date, “I’m gonna have to earn it.”
“The Southern girl who made the world into her stage, Dolly arrives on TikTok to share her one-of-a-kind sparkle and “Dollyisms,” straight from the heart.” - TikTok
AVE WEST PR and AVE WEST MKTG’s publicists provided select media outlets with whitelist usage of "Berry Pie" for editorial TikTok account postings which exponentially amplified media coverage on socials in addition to the online impressions of articles where the videos were embedded. Efforts were focused to the highest followed food and cooking niche outlets and included posts from All Recipes, Simply Recipes, Taste of Home and Tastemade in addition to women’s, family oriented, Southern and music focused magazines and outlets. Marcel Pariseau of True Public Relations incorporated the launch and channel content in her scheduled PR coverage and appearances flawlessly. TikTok’s PR team were strategic and innovative partners who announced the campaign with their press release featured on the TikTok newsroom, Global Icon Dolly Parton Joins TikTok, Bearing a Special Holiday Gift. The media headlines affirmed the authenticity of Dolly’s channel and the iconic and positive content resonated with users and editors across the world.
“Dolly Parton announces TikTok arrival in the most Dolly way possible” - ABC’s Good Morning America
“Dolly Parton makes grand debut on TikTok with hilarious videos” - NBC’s Today Show
“The style star and forever country queen has officially joined the app, and now all is somehow right with the world.” - Vogue
"Dolly Parton Is Finally On TikTok & Everyone Is Obsessed With Her Baking Videos" - Delish
“Dolly Parton Joined TikTok and Quickly Celebrated Her LGBTQ+ Fans” - them.
“Dolly Parton posted 11 TikToks during her first day on the app, and they’re all gems” - MIC
“Dolly Parton joins TikTok in her usual iconic style” - Metro UK
“Casting sunshine into our sometimes very dark world is Dolly Parton, time and time again.” - PRIDE
“Welcome to TikTok @DollyParton! We’re GLAAD to see you here!” - GLAAD
The Clio Music Awards are a prestigious annual honor and event that recognizes outstanding achievements in marketing and advertising within the music industry. The awards acknowledge excellence and creativity at the intersection of music and marketing and aim to honor the collaboration between brands, artists, and marketing agencies, highlighting the impact of music in the advertising and entertainment landscape.
Noz Entertainment is additionally credited as the Production Company in the Grand Slam Clio Winning campaign, Taco Bell’s Doja Cat: A "Contractual" Partnership by entrant Deutsch LA.
Additional 2024 Winners include:
Under Armour
NFL
PlayStation
PepsiCo's In-House Content Studio
Google / Eleven Management / Nexus Studios
Spotify
Amazon
Apple
YouTube
The Recording Academy
Honorable Mentions include
Ram + Chris Stapleton “I am Ram”
Luke Combs “Gettin’ Old: Fan Interactive Site”
HP, Inc. “HP REGEN At Coachella”
AVE EAST MKTG Contact
Sara Jordan Jacobson
Sr. Director of Publicity, Head of PR
www.MARBMKTG.com
About Clio Music Awards:
Built on Clio’s enduring reputation for recognizing the most creative and culturally relevant marketing and communications, Clio Music celebrates the visceral power of music to connect consumers and brands around the world. The program was introduced in 2014 to award the creative contributions of the marketers and communicators that propel the industry forward, inspire a competitive marketplace of ideas and foster meaningful connections within the creative community. The awards were announced and presented on January 31, 2024.