To celebrate Fanatics global volunteer day “Merch Madness,” we partnered with one of the biggest rappers today, Lil Baby, to launch an original single and corresponding music video, serving as an inspiring anthem for every kid who dreams of making it big! The music video, produced internally by Eva Nosidam Productions, was released on Lil Baby’s YouTube and other social channels in conjunction with a formal, new music release on all streaming platforms. The campaign generated 10.5 million impressions and 498,000 engagements, increased followers by over 24,000, and saw 264 organic press pieces. Our efforts drove relevance for Fanatics, shining a spotlight on their philanthropic efforts.