In recent weeks, the “Labubu” accessory has gained significant popularity among Generation Z. In the era of Industry 5.0, marketing—both digital and physical—has reached various levels of society. The communication strategy applied in marketing plays a crucial role in attracting consumer interest in the offered products. This strategy can include the use of verbal catchphrases as well as digital publications such as photos, reels, videos, and shorts. However, these methods are not the only approaches utilized in marketing strategies.

In marketing campaigns, companies often capitalize on trends or waves of popularity to strengthen the product’s position. According to Pulizzi (2009:12), content marketing is the process of creating valuable, relevant, and consistent content to engage audiences. This content is then leveraged to generate business opportunities from the positive momentum that arises from the trend.

A product’s popularity can rise due to promotion by Key Opinion Leaders (KOLs), memorable events, or influencers showcasing the product on their social media for free. KOLs and influencers play an essential role in marketing communication strategies, where they have significant influence in delivering messages to potential buyers, whether through endorsements or regular social media posts. This support is bolstered by the enthusiasm and accessibility of consumers eager to seek out trending products.

When a product goes viral, something initially perceived as ordinary can appear more attractive due to communication strategies that utilize influencer influence. Companies that seize this opportunity can expand their product market through consumer enthusiasm generated by social media promotion. Typically, fans of particular influencers are more likely to purchase products associated with their idols.

The "Labubu" accessory, although simple in design and name, effectively capitalized on the momentum from a post by Lisa, a member of the popular Korean vocal group BLACKPINK. This post was crucial in executing an effective marketing campaign. When consumers see an influencer they admire promoting a product, it creates a social proof effect, encouraging others to purchase the same product as it is seen as a popular choice.

In the fast-paced marketing world, harnessing the momentum of influencer popularity is a smart move in product marketing communication strategies.

Through the Marketing Communication (MarCom) concentration in the Communication Studies program at Universitas Dian Nusantara, students can learn various communication strategies, particularly in marketing. Students are prepared to become graduates with in-depth consumer analysis and market research skills. Additionally, students are equipped with the ability to plan digital media effectively and develop creative advertising strategies aligned with market trends, enabling them to create innovative and impactful marketing campaigns.