Maria Baradell's videos of kneading sourdough on an international flight unexpectedly became a viral sensation, garnering massive media coverage and audience engagement. The quirky nature of the videos, combined with their authentic portrayal of a passion for baking, caught the attention of major media outlets and highlighted a growing trend where social media serves as a catalyst for newsworthy content. This scenario presents opportunities for brands and PR professionals to tap into moments that resonate with public interest, leveraging the authenticity of social media to connect deeply with audiences.
The act of kneading dough mid-flight was unexpected, immediately grabbing attention and sparking curiosity. It felt authentic, showcasing Maria's passion for baking.
Maria's in-flight sourdough story generated 95 pieces of media coverage, reached a combined audience of 1.26 billion people and earned 11.3 million estimated views.
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