This week’s PR Roundup dives into the **viral phenomenon** of the Labubu doll, the unexpected response from Boston University regarding **Alex Cooper’s** recent allegations, and an exciting campaign focused on the authenticity of carbs. Buckle up as we explore how these stories unfold and what they mean for brands navigating today’s social landscape.
Labubu Mania: The Internet’s Newest Obsession
What happened: From **Cabbage Patch Kids** to **Beanie Babies**, certain toys ignite a viral excitement that sweeps across social media. Enter the Labubu doll, now boasting over **859,313 social mentions** since May 26, with an astonishing daily average of **29,000 conversations**. This surge in engagement has resulted in nearly **28 million interactions**, showcasing the doll’s remarkable cultural impact and burgeoning consumer interest.
Even brands and influencers are jumping on the **Labubu bandwagon**. Love Island’s Leah Kateb shared an engaging TikTok featuring her own Labubu, achieving a **6.56% engagement rate** compared to the industry standard of **2.19%**. Likewise, Olive Garden featured the quirky doll with its signature dishes, racking up almost **one million views** and an extraordinary **25.73% engagement rate** against a usual benchmark of **0.66%**.
Communication Takeaways:
Layla Revis, Vice President of Social, Content, and Brand Marketing at Sprout Social, attributes this meteoric rise to social media’s influence. As she puts it, “Social media has **undoubtedly** been the driving force behind Labubu’s explosive growth.” With celebrity endorsements and a trend rooted in a unique sales model, the Labubu phenomenon illustrates how effectively **cultural relevance** can drive consumer behavior.
In a world where **81% of consumers** report social media influences their purchasing decisions, brands must engage authentically with their audiences. Revis emphasizes that, “The brands that win are the ones bold enough to join the conversation, not just watch it happen.”
Boston University Responds to Alex Cooper’s Allegations
What Happened: **Alex Cooper**, host of the popular podcast “Call Her Daddy”, recently made explosive allegations against her former college soccer coach at Boston University. Following her claims of sexual harassment, nearly **100 women alumni** rallied in support of her statement. However, Boston University’s response—a vague statement affirming a “zero-tolerance policy”—did not directly address the allegations, leaving many feeling unrecognized.
Communication Takeaways:
According to Shannon Mulaire, Director of PR & Media Relations at Nickerson, universities must carefully consider their messaging in crises like this. “It’s essential to acknowledge the **human side of the story**, especially in the context of such serious allegations.” Mulaire argues that a more empathetic communication approach could have turned a missed opportunity into a moment for genuine connection and clarity.
“A well-crafted statement that recognizes the emotional weight of a situation can resonate far more deeply than one that leans heavily on legal jargon,” she adds.
Authenticity Through Carbs: Pasta Garofalo’s New Campaign
What happened: As summer draws near, Pasta Garofalo is countering the **myth** that pasta feels different in America with its new campaign: **“Real Italian Carbs.”** Designed to highlight ingredient authenticity, the brand showcases a commitment to transparency, allowing consumers to indulge in genuine Italian flavors without leaving home.
Launching ahead of the Specialty Foods Association Fancy Food Show in NYC, the campaign includes a striking activation: a **see-through truck** featuring an Italian family sharing a pasta meal. The message is clear: genuine, made-in-Italy pasta provides the same culinary delight, regardless of location.
Communication Takeaways:
Flavia Garzia, Marketing Director at Pasta Garofalo USA, highlights that social media sparked this vibrant idea. “The narratives surrounding Italian pasta experiences create a powerful entry point to reinforce our product’s authenticity.” The campaign serves as a reminder to communicators everywhere that when you lead with **authenticity** and **cultural relevance**, trust naturally follows.
“Every aspect—from our packaging to experiential marketing—is designed to resonate with consumers’ shared experiences,” Garzia notes. “In the landscape of modern PR, this is where brands can truly shine.”
Nicole Schuman is Managing Editor at PRNEWS.
