If anything proves that making a ‘marketing bingo card’ is an impossible feat, it’s the unexpected virality of a baby pygmy hippo affectionately named Moo Deng – or Bouncy Pork. Not only is she my latest obsession, my spirit animal (which I can definitely claim seeing as she was born only 2 days after my birthday) and the source of all my evening TikTok scrolling entertainment, she’s also ignited marketing campaigns that have reached every corner of the globe.
How Moo Deng Became THE Moment
Born in Khao Kheow Open Zoo in Thailand, Moo Deng is something of a marketing moment in herself, as visitors flock from all over the world to glance a peek at her in her prime. Only this weekend did the zoo report ‘traffic jams’ of over 3km of people; with Moo Deng’s legion of fans being allocated 5 minute viewing spots per person.
Anyone in marketing knows that this kind of legend is almost always helped along the way with at least some degree of luck, but it’s not a total coincidence that Moo Deng has risen to stardom. Spotting her potential, Atthapon Nundee, her zookeeper, said “I set a goal to make her famous, but I never expected it would spread abroad.” Understatement of the century!
Her general ‘cute appeal’ and iconic expressions, sprinkled with viral memes and trending jokes has led to her stardom. Not just in Thailand, but internationally.
But not only has our moisturised, unbothered queen helped Khao Kehow Open Zoo make headlines for months now, she’s also been the cornerstone for many of the late summer marketing campaigns.
Both a marketing and Moo Deng aficionado, here are some of my favourite campaigns that I’ve noticed.
My Favourite Moo Deng Marketing Campaigns
Sephora
Without a doubt the brand that got everyone first talking about how we can fit Moo Deng into marketing was Sephora, who released a guide on how to get her perfect pink look through blush. This trend has since debuted on Instagram Reels and TikToks with creators demonstrating how to achieve flawless Moo Deng makeup. 10/10, no notes.
McDonalds
According to X, by 15th September there had been more than 2.2 million posts about Moo Deng. One of which that gained headway was McDonalds, racking up nearly 600k views with a rendition of Moo Deng in one of its iconic play areas (WHAT happened to them). This one gets a top spot because I loved the first reply too – great brand TOV.
Universal Pictures
Mamma Mia x Moo Deng is the collaboration 2024 needed. With Universal Pictures announcing a third movie is on its way, it was able to quickly jump on the trend to combine to trending moments into a topical tweet that absolutely earned itself a RT from me.
Payprus
Whilst not doing the numbers of some of the other creative work I’ve seen, I did LOVE this post by Payprus which placed Moo Deng in various fundraising scenarios, with a call to action that anyone can get involved and do the same for the charity. This was an excellent example of how to jump on a trending moment, but make it work harder for your brand.
BBC
Not a campaign per se, but I did appreciate the BBC taking Moo Deng’s moment of fame to raise awareness that in the wild, her natural habitat is under attack and her kind dwindling. It gives us a great moment of pause to reflect on how wonderful nature is and what could be taken from us should their habitats continue to shrink.
US Department of Labour
Moo Deng with a message. I like it! This tweet by the US Department of Labour, with over 3m views, reminded workers to stay hydrated when working in the heat, with an ICONIC photo to illustrate. This shows that you can still use a light-hearted trend to portray a more critical message.
Zoological Park Organization of Thailand (ZPOT)
Capitalising on the hype (and around the right time, before it inevitable simmers down) is the Zoological Park Organization of Thailand, or ZPOT for short. Yesterday it was reported that almost 40 companies have signed up to launch products and campaigns of Moo Deng’s image, with proceeds going assisting flood victims and improve the welfare of animals in six zoos under the organisation’s care. Moo Deng making a difference is something I’m here for. And best believe I’ll be getting my hands on any merch that comes out as a result of this.
Chipotle
Finally, going above and beyond a simple photoshop job, I did enjoy Chipotle’s post on what Moo Deng’s likely order would be. Considering both her and her mum are always chowing down on something, this isn’t too much of a reach!
Moo Deng has about 3 months until she stops ‘bouncing’ (I checked, I did the research) which means there’s still plenty of time to jump, pardon the pun, on the trend and get involved. I look forward to seeing what else is conjured up, and hope her fame persists even after she reaches maturity and grows into a beautiful, adult Pygmy Hippo.
Jessica Pardoe | PR, Marketing and Communications Blogger | See All Posts By Jessica Pardoe 