To celebrate Baby Shark's 10th anniversary globally, the core message of the campaign was simple yet powerful: “10 Years of Everyday Fun!” Marking this milestone was not just about looking back at its record-breaking success as the most-viewed video on YouTube, but about looking forward and evolving Baby Shark into a real-world, culturally resonant brand that brings joy across generations and cultures.
The campaign was driven by specific goals:
1. Increase Global Awareness and Cultural Resonance: Our main objective was to raise awareness of the 10th-anniversary milestone and create global buzz through shareable, culture-driven content. Utilizing social-first storytelling and targeted offline activations across key markets, we aimed to deepen Baby Shark’s cultural relevance while solidifying its identity as a worldwide phenomenon.
2. Build Meaningful Brand Connection Through Integrated Engagement: By making enjoyable online and offline interactions the cornerstone of our strategy, we were able to go beyond awareness and concentrate on strengthening brand intimacy. This involved creating interactive touchpoints—such as meeting fans through street interviews and games—collaborating with diverse creators and partners, and launching an exclusive limited-edition 10th-anniversary liquid vinyl gift box. We turned the anniversary into a global celebration by prioritizing real connection and conversation over one-way brand promotion.
Ultimately, our goal was not only to commemorate the milestone but also to reaffirm Baby Shark as a globally beloved brand that will continue to bring audiences of all ages together to sing, play, and celebrate, delivering everyday fun to audiences around the world for the next decade.
Here are the 3 campaign pillars:
1) Fun-First Content: Baby Shark Boulevard
Baby Shark Boulevard was the first-ever global street interview series for Baby Shark, filmed in major markets such as Korea, Indonesia, and the United States. The driving question was “What happens when Baby Shark shows up in real life?” Designed as a street-interview and game-based format, the series brought Baby Shark into people’s everyday spaces.
We worked with local partners such as Google, NYC Ferry in the US, Pakuwon Mall, and Ancol Beach in Indonesia, and Suwon FC in Korea, and featured a broad range of participants, including teenagers who grew up watching Baby Shark, parents sharing it with their young children, and Indonesian mega kid influencers Majaya (4.15M subscribers) and Leika (18.4M subscribers), surprise appearances at Suwon FC soccer matches in Korea, and interviews with managers at the Google’s NYC headquarter who witnessed Baby Shark’s global rise firsthand.
One of the challenges was maintaining a unified global format while adapting to local realities. In Indonesia, high temperatures and the Ramadan period required adjusted filming schedules and indoor venues. In the U.S., the limitation on parental consent influenced recruitment toward older audiences and influencer outreach. By taking a local context approach, we enabled authentic reactions to shape storytelling, ultimately allowing the campaign to transform a brand anniversary into a shared, worldwide celebration.
2) Music at the Heart: Collaboration with London Symphony Orchestra and Baby Shark 10-Year Vinyl
To extend the 10-year celebration beyond the content, we introduced a limited-edition 10th-anniversary vinyl gift box through influencer marketing. Designed to encapsulate the brand’s music core, only 2,222 copies were produced worldwide, inspired by the iconic “Doo Doo Doo Doo Doo Doo” rhythm. Handcrafted in Germany as Baby Shark’s first-ever liquid vinyl, the release featured a wave-inspired blue design and included 20 remixed tracks of Baby Shark, which charted on the Billboard Hot 100 for 20 consecutive weeks.
In collaboration with the London Symphony Orchestra, the album spanned classical, EDM, lo-fi, and pop, marking Baby Shark’s evolution from a viral children’s song into a genre-crossing music icon. We brought the vinyl off the shelf and into real-world spaces. From curated listening booths at Dongdaemun Design Plaza (DDP) in Korea to KidzCon in Singapore, Howard Johnson Anaheim in the US, and family clubs in the UK.
3) Celebration Together: Influencer & Community Activation
Following the release, influencers across 24 countries amplified the campaign by unboxing the special edition and sharing personal memories tied to Baby Shark’s 10-year journey.
We collaborated with a diverse range of creators from family and dance creators to pet influencers, reflecting Baby Shark’s cross-generational appeal. The campaign also included collaborations with DoggyLand, Snoop Dogg’s kids’ channel, France’s beloved character Molang, and K-pop artists TEMPEST and Yena, and a localized experiential partnership in the UK with The Knot Churros, bringing the anniversary into fan communities worldwide. We also hosted giveaway activations, allowing fans to own the vinyl box and become part of the anniversary moment.
True to our message of “10 Years of Everyday Fun,” the campaign generated a total of 81M views, 870K engagements, significantly increasing awareness of Baby Shark’s 10-year milestone. Our fans, influencers, and partners amplified the celebration globally, deepening emotional connections and driving sustained social conversation worldwide.
Global Content Impact: Baby Shark Boulevard
Social Media Success: Influencer Marketing
