OUR WORK Hobbycraft TikTok News Gen
Padam Padam: Turning A Viral Trend Into A News Gen Opportunity
In June 2023, a local Hobbycraft store in Wimbledon posted a TikTok recreating Kylie Minogue’s ‘Padam Padam’ music video as part of an ongoing social media trend. The video went viral, receiving 794,000 views and 96,200 likes, including a comment from Kylie Minogue herself.
GOAL
With the trend being discussed frequently within the entertainment sector as part of Kylie’s ongoing album promotion, FINN saw an opportunity to place Hobbycraft’s TikTok in the centre of media discussion, helping raise awareness of the brand on a national level in the process.
SECTOR EXPERTISE
Consumer
secured a segment on ITV London’s evening news broadcast, which was then shared on ITV London, ITV Lorraine ITV 1, and ITV.com
34
pieces of coverage
43.8M
total reach
included in PR Week’s campaigns round up
The work
FINN quickly reacted to the post by drafting and issuing a news story on the love-in between Kylie and the Hobbycraft Wimbledon store, as well as highlighting how customers can get involved in the trend with the help of Hobbycraft’s fabric range.
The story was issued to entertainment, consumer and showbiz press, as well as regional titles in the surrounding Wimbledon area. As part of FINN’s media outreach, they also put forward colleagues from the store for broadcast interviews to discuss the viral post and their reaction to Kylie’s response.
As a result of the media outreach, FINN secured a segment on ITV London’s evening news broadcast. In-store filming was arranged during which ITV had the colleagues recreate the video. This was then shared on ITV London, ITV Lorraine ITV 1, and ITV.com.
The ITV feature led to an additional interview request from KISS FM, who featured several colleagues live on air. The viral video was also discussed on Capital FM, Planet Radio, and featured as part of a listener quiz on BBC Radio 1.
The news release was covered across several national and regional titles including London Post, Yahoo! Get West London and Music Week, and the activity was included in PR Week’s campaigns round up.