KitKat and Ikea leverage viral social media trends for brand engagement

Recent viral events involving KitKat and Ikea demonstrate the importance of rapid brand response to unplanned social media trends.

In one instance, the theft of a KitKat delivery truck became a widespread internet joke. Rather than treating it solely as a supply chain issue, KitKat’s agencies engaged with the topic, generating millions in earned media coverage through timely social media participation.

In another case, a baby monkey named Punch at a zoo in Ichikawa, Japan, gained global attention after videos showed the animal clinging to an Ikea Djungelskog orangutan plush toy for comfort. Ikea responded quickly by embracing the connection, leading to the $19.99 plush toy selling out in Japan, the United States, and South Korea.

Both cases highlight how brands can capitalize on organic, unscripted moments by prioritizing quick decision-making over traditional, long-term communication planning.