Breaking News! The story of a true viral campaign

“Hello Kitty is not a cat.” This six word phrase went viral after Carolina A. Miranda, a blogger for the Los Angeles Times posted a story on  about Hello Kitty’s upcoming 40th Anniversary and all the happenings surrounding the celebration coming this fall. It seems as if EVERY news and entertainment outlet picked up the story: Fast Company, The Huffington Post, Time, Buzz Feed, Vanity Fair, E! … and the list goes on. It was also a trending topic on Twitter.

All of the chatter in this conversation has been truly unbelievable and a publicist’s dream come true. And although we’ve been extremely strategic in planning the roll out of information, targeting the right press outlets and pitching key journalists like Carolina A Miranda; we didn’t plan it to go viral. And that’s the thing with true viral campaign – they aren’t planned. It’s the public that makes something viral, not the publicists, brand strategists or advertising executives.

So, as the agency of record, we confirm Hello Kitty is not a cat, she is a girl. And true devotees also know that Hello Kitty has no mouth because she speaks from the heart.

hk blog post

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