Go to the Cincinnati Zoo’s Instagram or TikTok (@cincinnatizoo) and find posts that feature Fiona the hippo. How does the zoo’s communications team engage with Fiona’s fans? What benefit does the zoo receive from Fionamania?

Fiona, a hippopotamus who was born prematurely and survived, lives in the Cincinnati Zoo’s Africa exhibit. Fiona became a star when the zoo’s communication director and her team started posting every move she made from the day she was born. She became a symbol of resilience and positivity, earning millions of fans and engaging the not-for-profit zoo’s visitors and potential donors. Videos of Fiona twirling around the internet gain millions of views and followers across social media, including Twitter, Instagram, and TikTok. She has inspired a children’s book, beer, and ice cream flavors. She even had a reality show on Facebook (four seasons, 27 episodes, and 3.5 million followers). People are heavily invested in Fiona’s story.