AVE EAST MKTG, a MARB MKTG company, is the only Nashville headquartered agency to win at the 2023 PRNews Digital Awards
New York, NY (May 11, 2023)— AVE EAST MKTG, previously Marbaloo, won “Viral Campaign of the Year,” for its “Dolly Parton TikTok Launch” campaign. The agency’s Head of Public Relations, Sara Jordan Jacobson, individually was also awarded a Honorable Mention for Digital Communicator of the Year.
Sara Jordan and her combined AVE EAST MKTG and AVE WEST PR publicity teams created a viral social moment with the launch of Dolly Parton’s official TikTok account through a strategic media mix campaign that included social media editorial, outlet newsletter inclusions, broadcast segment spotlights, online features, influencer management and collaboration with the short form video platform, TikTok, PR team. The goal was to achieve complete media saturation including daytime and late-night talk shows and original TikTok posts from major media outlets welcoming her to the platform; alongside her own channel postings greeting the users who had been waiting for her. Once Dolly’s TikTok account was hard launched and live, the team green lit embargoed social media editors to share videos either created by the outlet or provided by Dolly’s team to their account welcoming her to the platform and tagging her account to which her channel responded with engagement. The day after the launch, the team also announced that Dolly had teamed up with SoundOn, TikTok’s music marketing and distribution platform, to officially release "Berry Pie" which Sara Jordan’s publicity teams whitelisted for the partnered editorial outlets to utilize a Sound in their additional postings. As a result, Dolly’s official account generated over 1 million followers in less than 72 hours and garnered more total media and social media impressions than any other TikTok public figure launch to date.
“This year’s Digital Award winners embrace creativity and demonstrate how far- and wide-reaching digital communications can be,” says Erika Bradbury, Editorial Director of PRNEWS. “From platform-specific campaigns to crisis management communications, our winners represent a wide diversity of the types of work that can be accomplished.”
PRNEWS, is the communication industry’s go-to source for education, inspiration and recognition by way of their annual Digital Awards. Each year, the distinguished awards program recognizes the most innovative and industry-altering digital communicators and campaigns.
Additional 2023 Winners include:
Edelman
Southwest Airlines and Guitar Center
Gametime
Jeep
Tupperware and Prime Video
Comcast
Alibaba
BerlinRosen
Carmichael Lynch
Global Icon Dolly Parton Joins TikTok, Bearing a Special Holiday Gift - TikTok Newsroom
Dolly launches official TikTok profile and releases a sweet soundtrack "Berry Pie" - Dolly Parton Press Release
AVE EAST MKTG Contact
Sara Jordan Jacobson
Sr. Director of Publicity, Head of PR
www.MARBMKTG.com
PR News Contact:
Mary-Lou French
Manager, Awards
PRNEWS & The Social Shake-Up
About PRNEWS:
PRNEWS is the largest event and digital media brand providing business intelligence and face-to- face experiences to the PR and Communications industry. For more information, visit www.prnewsonline.com.