Pop Culture PR Inspo

Popular culture is everywhere - from the TikToks we scroll, to the shows we binge and the headlines that fill our news feeds.

Because of mass media, so many of us are plugged into the same music, art, fashion, film, and online trends at the same time. That’s what makes pop culture such a powerful tool for brands. It brings people together and sparks conversations that spread fast. 

In fact, a study found that in five out of six cases people preferred marketing that included pop culture references over versions without them. This proves that these viral topics don’t just grab attention, they genuinely resonate.

Taking a look at trending topics on X (Twitter), TikTok and other social media platforms allows us to get an overview of exactly what has captured the public's attention on any particular day. From viral moments to major cultural events, these conversations dominate both online and offline spaces.

It's only natural for brands to want to be a part of that buzz. Aligning your campaigns with the topics and events that people are already talking about gives you a higher chance to boost brand visibility, secure excellent media coverage, and makes you stand out from your competitors. 

What’s in this article:

• Why does pop culture matter for PR?
• What to consider when including pop culture in your PR strategies? 
• Examples of using pop culture to boost brand visibility 
• Key takeaways

Why does pop culture matter for PR?

If you want your campaigns to land, you need to know what your target audience is talking about and what excites them - and pop culture trends are a great window into this. Whether it’s a TV show that everyone’s dissecting, a meme that’s gone viral, or a celebrity moment that sparks debate, these are all valuable clues that help you understand what grabs people’s attention. The key thing to ask yourself is: “What is it about this moment that’s making people talk about it or care?” The answer will give you helpful insights into your audience’s interests, and knowing what’s driving their engagement is incredibly useful for crafting your own messaging and marketing strategies. 

Tapping into pop culture moments will also give you a chance to connect with larger audiences because of their widespread appeal and influence. When done thoughtfully, it allows your brand to join conversations that people are already having, making your messaging feel timely and relevant. It shows that your brand is in tune with what’s going on online and across different media channels, rather than pushing generic messages that might be ignored.

This increases your chances of gaining media coverage, as journalists are always looking for stories that tie into current trends and cultural moments. Offering expert commentary, unique insights or relevant data on trending topics offers value to journalists who are already covering these stories. 

What to consider when including pop culture in your PR strategies?

What’s been popular on television or in the cinema?

‍Is there a soap storyline gripping the nation? A new dating show that has been making everyone gasp? How can your business, brand, or product find a new angle to that? It could be your expertise on a topic or issue within the show or some interesting data you have found.

What’s trending online?

Is there a meme doing the rounds that you could adapt for a quick laugh in your industry? Think about how some fashion retailers use their social media channels to share funny and relatable content, whilst staying true to their brand's aesthetic. 

Is the timing right?

Getting a story to press is all about the timing. In today’s 24-hour news cycle, a 'current' trend could be over in a week or sometimes even in a matter of hours. Before jumping on a trend, consider whether your team can react quickly enough to stay relevant, otherwise you risk missing the moment.

Are you looking out for the right things?

Are you keeping an eye on the right things? Staying in the loop doesn’t have to be complicated. Try having the news on in the background while you work, signing up for industry newsletters, catching the big stories on prime-time TV, or scrolling through updates on news apps. You can also set up Google alerts to monitor key terms in your industry. Little habits like these make it much easier to spot emerging trends. 

Does it align with your brand values?

Not every trend is worth jumping on. Before diving in, ask yourself if this cultural moment makes sense for your brand. It should fit with your messaging, values and align with your audience’s expectations. Forcing a connection can feel inauthentic and even damage credibility.

Could it backfire?

Some pop culture topics are fun and light-hearted, but others may be more sensitive. Always consider how your audience might interpret your message. A misjudged joke or ill-timed reference could spark backlash rather than positive buzz.

Examples of using pop culture to boost brand visibility 

Ralph Lauren x Taylor Swift engagement

When Taylor Swift’s engagement made headlines, Ralph Lauren capitalised on the moment by highlighting the striped dress she wore in her engagement photo and even cutting the price to make it more accessible. The dress sold out in under 20 minutes, showing how effectively the brand tapped into a major celebrity moment. This clever move not only drove sales but also generated huge media coverage and social media buzz.

Duolingo x Brat Summer 

Charli XCX’s Brat album defined the sound and aesthetic of summer 2024, and many brands scrambled to be part of the movement. Duolingo nailed it by leaning into the playful, neon-green “Brat” vibe that perfectly matched its own brand colours. The brand’s mascot even showed up at the Sweat Tour, Charli XCX and Troye Sivan’s co-headlining tour, further embedding itself as part of the cultural moment. By riding the wave of the summer’s biggest trend, Duolingo not only stayed relevant but also reinforced its fun and playful brand personality to a global audience.

Premier Inn x Gavin & Stacey final episode

To mark the final episode of Gavin & Stacey, Premier Inn tapped into the nation’s nostalgia by temporarily rebranding its Barry Island hotel, the main filming location of the show, as the “What’s Occur-Inn.” The playful nod to Nessa’s iconic catchphrase struck the perfect chord with fans and the media, celebrating the sitcom’s farewell while generating lots of buzz for the hotel chain.

Absolute Reg x Barbie film launch

An example of how our team at Motive PR used pop culture to boost visibility for our clients was by riding the wave of Barbie mania with online registration plate dealer Absolute Reg. To tie in with the release of the highly anticipated Barbie movie, we unveiled a cheeky custom plate reading BAR 8IE— the ultimate accessory for superfans. Priced at over £1 million, the plate was positioned as a must-have collectible, and the stunt captured media attention across the UK.

Frido x Coldplay cheating scandal

Sometimes the smartest PR move is simply reacting quickly to a viral moment. When the Coldplay kiss cam scandal erupted in July 2025 after Astronomer CEO Andy Byron and his head of HR were caught on screen, social media went into overdrive with memes and commentary. 

Frido, a popular pillow and mattress brand, wasted no time joining the conversation. They photoshopped Andy Byron onto their cuddle pillow with the cheeky caption: “Bro could’ve just used our Cuddle Pillow and avoided all that embarrassment.” The post struck the perfect balance of humour and creativity, allowing Frido to ride the wave of a trending scandal while spotlighting their product in a playful, light-hearted way.

Key takeaways

1. Pop culture helps you connect to audiences. Whether it’s a viral meme, a hit TV show, or a celebrity moment, these cultural touchpoints bring people together. Tapping into them makes your brand feel relevant and part of the conversation.
2. Audiences love to see pop culture in marketing messages. In fact, research shows that in five out of six cases, people preferred marketing with pop culture references over campaigns without them. It’s proof that these moments don’t just grab attention, but they actually resonate.
3. It’s important to react quickly. Trends move fast –  a story that’s everywhere today could be gone tomorrow, so being able to react quickly is key if you want to jump on the trend. 
4. Not every trend will fit your brand and that’s okay. The best results come from choosing trends and cultural moments that naturally align with your values and audience. If it feels forced, it probably won’t land.
5. Journalists love a cultural hook. Media outlets are always on the lookout for stories that tie into what people are already talking about. Offering insights, data, or a clever angle on a trend can make your brand much more newsworthy.
6. Real-life campaigns show the impact. The brands that embrace pop culture in the right way tend to win both headlines and audiences. 

If you’re interested in including pop culture moments in your PR strategy, get in touch to discuss how we can support you. 

© MOTIVE