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From the 12th Annual Shorty Awards

MLB Instagram

Entered in Instagram Presence


Our goal was to make our fans feel like a human, not a robot, was running the account. We know that MLB superfans already follow us, so our objective this season was to bring in the casual and even non-baseball fans. To do this, we felt we needed to reinvent the game a little bit and make sure our content stood out from what people would expect a league account to produce. Filled with movie quotes, song lyrics and the occasional pop-culture meme, we exceeded even our own expectations.

Strategy and Execution




MLB IG has the highest engagement rate of any of the sports league accounts at 2.7%, nearly double the next best sports league at 1.4%. (Statistics from Crowdtangle)

Entrant Company / Organization Name

Major League Baseball


Entry Credits