In April, we saw everything from the Ice Bucket Challenge’s viral comeback on TikTok to strategic missteps in high-profile brand campaigns. This roundup covers Gen Z’s evolving media habits, YouTube’s milestone anniversary, public backlash to Blue Origin’s all-female mission, and even Twinkie’s bold attempt to reach a new, unconventional audience. Here’s a look at what stood out to our team this month.
Digital & Social Media
Why Is The Ice Bucket Challenge Back? TikTok’s Version Sparks Nostalgia—And Some Backlash – Conor Murray, Forbes
“The Ice Bucket Challenge has been revived on TikTok by university students to support mental health, mirroring the ALS campaign and quickly going viral with influencer and celebrity participation. This revival has sparked a mixed reaction, with some ALS advocates feeling like their cause is overshadowed while the ALS Association endorsed the new initiative. This highlights the power of social media nostalgia, the importance of navigating stakeholder concerns when repurposing successful campaigns and the strategic value of influencer engagement. Leveraging the ALS Association’s support will be key for effectively managing the evolving narrative this campaign aims to target and ensuring positive outcomes for all involved causes.” – Grace DuFour
YouTube at 20: Platform says more than 20 billion videos have been uploaded since 2005 – Angela Yang, NBC News
“Most PR professionals counsel clients against external communications for every business anniversary as they rarely catch attention. In April, YouTube demonstrated what it takes to successfully commemorate an anniversary, highlighting not just its cultural impact (with 20+ billion videos uploaded since 2005) but its economic significance (Goldman Sachs predicts the creator economy could reach $480 billion by 2027). Through a multi-channel approach (of course, including video) that balanced nostalgia with forward-looking features (4x playback speed, AI radio channels, voice replies), YouTube’s 20th anniversary showcased how the platform transformed from amateur videos to a projected industry leader. For communication pros, this case study illustrates that anniversary campaigns can succeed when they combine meaningful metrics, tangible user benefits, and a narrative that connects past achievements to future innovations within a broader industry context.
One more take: YouTube’s staggering engagement metrics (100 million daily comments, 3.5 billion daily likes) underscore the continued dominance of video as a preferred content medium, suggesting communications pros should prioritize video storytelling including emerging formats like Shorts that are dramatically increasing platform usage.” – Kristin Monroe
It’s Still April Fools’ Day on Social Media – Benjamin Hoffman, The New York Times
“From Duolingo’s imaginary five-year cruise to Welch’s $19 strawberry, organizations had a field day on social media marketing their brand for April Fools’ Day. But how effective are April Fools’ Day social media campaigns? Some organizations continue to use the holiday to drive brand awareness and visibility, crafting creative and innovative campaigns to achieve their goal of reaching a wider audience and inspiring social media users to buy their products or services.” – Emily Schultz
Public Relations
Hey Beis Community – Talia Solomon, LinkedIn
“What BÉIS gets right: Not only does the brand deliver with its iconic Weekender Travel Bag, but it also nails customer communication in a moment of economic uncertainty. Retailers across the board are grappling with the same tough choice: raise prices to keep up with rising costs, or hold steady in a volatile, wait-and-see market. BÉIS’s open letter to its community is a masterclass in transparent, human-centered messaging. It ditches the corporate speak, leans into humor and owns up to not having all the answers—a refreshing approach that resonates. While the long-term impact of ongoing tariffs remains unclear, one thing is certain: BÉIS didn’t pretend to know. Instead, it spoke up early, honestly and with purpose—reinforcing the trust and loyalty it’s built with its community.” – Haley Hartmann
Public relations strategies for reaching Gen Z – Eleanor Hawkins, Axios
“With three-fourths of Gen Z turning to social media for news, the way stories are told—and where they’re told—matters more than ever. Reporters increasingly expect digital assets like videos, infographics, and audio clips to accompany pitches, while platforms like TikTok, YouTube, and Instagram have become essential for reaching younger audiences in a credible, engaging way. The comment section is also part of the story. Gen Z often treats it as the real source of truth, making it a critical space for brands to monitor, respond, and build trust. Staying ahead of these shifts requires a strategic, multi-channel approach rooted in agility and authenticity.” – Natalie Szydlo
“Conclave” viewership spikes after Pope Francis’ death – Avery Lotz, Axios
“A couple of days after Pope Francis passed away, I was not surprised to see Conclave free on streaming services. The surge in viewership following Pope Francis’ death illustrates how dramatized portrayals of real-world events can experience renewed popularity when timely, real-life counterparts occur. This spike reveals the impact that timely events can have on viewership and engagement. No matter the world event, media strategists must evaluate how to best respond to cultural moments and aligning their content in a mindful, yet impactful way.” – Catherine Wycklendt
Reputation Management
From Blastoff To Backlash: Blue Origin’s All-Female Mission Under Fire – Gemma Allen, Forbes
“The Blue Origin all-female flight that took place earlier this month was framed as an empowering and groundbreaking moment but was faced with skepticism from people who felt the launch was a vanity project and poorly timed as many struggle with the rising costs of everyday expenses. The backlash received by this is a strong reminder that high-visibility and celebrity profiles do not automatically equal power or progress. Without real change tied to high-profile marketing and events, the mission can quickly become lost.” – Jenny Cummings
Hundreds protest at Northbrook Tesla dealership against Elon Musk and DOGE — Richard Requena, Chicago Tribune
“Over the past three months, Tesla has faced increasing scrutiny as Elon Musk’s public and political stances have drawn significant attention. Given how closely Elon is associated with the Tesla brand, his actions have sparked discussion and debate among loyal customers, with some expressing disappointment and choosing to distance themselves from the company. Many observers have expressed concern for the broader Tesla team navigating these challenging dynamics.” – Anne Marie Mitchell
Trump’s trade war ignites brand backlash – Eleanor Hawkins, Axios
“It can be challenging when things outside of your control have a direct impact on your brand’s reputation. This article shares several solid actions to help minimize or even reverse the damage such as engaging with stakeholders directly and keeping regional nuances in mind. Another important element to address reputational backlash is increasing the frequency of communications. Connecting with your key audiences on a regular basis and sharing information that’s relevant to their concerns, particularly around how you’re addressing or navigating through uncertainty, can help improve sentiment around the brand.” – RJ Bruce
Twinkie’s New Owner Courts a Novel Group of Snackers: Stoners – Katie Deighton, The Wall Street Journal
“While I’m sympathetic to a brand looking to rejuvenate and expand its customer base, I think the company is pursuing a risky strategy here. Their core demographic is children and the parents of children. While cannabis is now a legal product in many parts of the country, it still has a fair amount of stigma and is designed exclusively for adult consumption. I’m not sure how compatible they are. I’m reminded of when Victoria’s Secret rebranded several years ago in an effort to accomplish the same type of rejuvenation and expansion. They were seen as abandoning their core customer base and their sales are down more than 25% from their peak. It remains to be seen if Twinkie’s will suffer a similar fate.” – Nick Kalm
Ford launches new ad campaign as tariffs kick in, offering steep discounts on its vehicles – Jamie LaReau, Detroit Free Press
“Ford’s announcement of employee pricing for all, timed with the U.S. auto tariffs, allowed the brand to leverage its U.S. manufacturing image for a competitive advantage. This ‘By America, For America’ campaign leans into Ford’s American-made brand identity at a time when imported vehicle prices are on the rise. While this move may boost sales because of the timing, it could alienate customers who see it as Ford taking a political position.” – Emma Smits
Apple has another AI headache — this time with its advertising – Alistair Barr, Business Insider
“Apple’s latest AI marketing claims got flagged by the Better Business Bureau’s National Advertising Division for making features seem more available than they really were. Even though the tools have since rolled out, it’s a good reminder that when you’re promoting new tech, you must be careful to balance excitement with reality. Messaging that overpromises (even unintentionally) can erode trust quickly, especially when government watchdogs and consumers are paying close attention.” – Makenna Eldridge