How the Four Seasons turned a viral moment into a brand story

Being ready for when lightning strikes.Kennyatta Collins is a freelance brand strategist. Follow him on LinkedIn.
With over 69 million views, 1-year-old Kate Wise’s “ME!” went viral on TikTok as she was asked who wanted to go to the Four Seasons Orlando — a simple but captivating endorsement of the Four Seasons. Twenty-four hours later, the luxury hospitality brand was already engaged in a comprehensive strategy to capitalize on the buzz and turn the viral moment int