5 Trending Matters Manufacturers Leveraged in 2022 [+ How They Did It]


As we head towards the top of 2022, it’s time to look again at examples of manufacturers which have efficiently “newsjacked” a development.

On this article, we’ll cowl among the high trending subjects of the 12 months and the manufacturers that took them on.

1. Popeyes

In late September, artist Rihanna introduced through Instagram that she can be performing on the Superbowl.

The picture, which confirmed earlier speculations of the singer’s participation, shortly made its rounds.


Losing no time, Popeyes then shared its personal model of the favored picture simply someday later.

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Popeyes is among the few manufacturers that executed this newsjacking appropriately (and legally). Many manufacturers wanting to leap on this information took an incredible authorized danger.

As a substitute of following Popeyes lead, which replicated Rihanna’s picture with its personal product and hand mannequin, many merely Photoshopped their merchandise into the artist’s palms.

This may very well be thought of copyright infringement, because the recreation of the picture on this approach is taken into account by-product work and requires specific authorization from the copyright holder.

Secondly, it may possibly additionally violate the artist’s proper of publicity, as their likeness is utilized in a fashion they haven’t agreed to.

Is that this prone to escalate? Most likely not because it serves as further publicity for the NFL and Rihanna. Nonetheless, in one other case, it might. The authorized penalties are merely not well worth the short-term enhance in attain or engagement.

The important thing takeaway right here is that when newsjacking, it’s nonetheless vital to evaluate the development earlier than leaping in to make sure you’re not placing your model in danger.

2. Lay’s

The truth TV competitors present Large Brother isn’t the place you’d count on to see Lay’s commercial. However when one contestant confirmed a love for Lay’s chips, the model began shouting out the competition on its Twitter account.

Brands leverage trending topics: lay's food brand

This specific contestant, and subsequent winner Taylor Hale, turn into one of the crucial well-liked faces of the franchise because of the bullying she confronted in the home. With many Individuals rallying round her to indicate their assist, Lay’s additionally joined in.

Judging by Lay’s latest Tweets, their posts on Hale earned them over 50x extra engagement than they sometimes get on the platform.

As soon as Hale was introduced because the winner, the model additionally contacted her – seemingly for a possible partnership.

It is a nice instance of how a model can leverage a seemingly trivial scenario and switch it into one thing particular.


Keep in mind when Wordle has us all agonizing over five-letter phrases? Effectively, LEGO capitalized on that buzz and joined in – in LEGO style, after all.

One thing like that is so easy but will be extremely efficient. As a result of the purpose of newsjacking isn’t essentially to get gross sales, however as a substitute to extend your attain, get engagement, and join along with your viewers.

While you consider it this manner, it’s a lot simpler to leverage.

4. Norwegian Cruise Line

The dialog round NFTs began gaining steam in January 2021 and peaked one 12 months later in January of this 12 months, according to Google Trends,

Since then, manufacturers have been scrambling to each perceive what it’s and the way they will use NFTs for marketing.

NCL took the leap by leveraging the excitement round NFTs to announce its new cruise line. They launched a set of six NFT artwork items out there for public sale that depict the brand new cruise line at sea.

how brands leverage trending topics in 2022: norwegian cruise line NFTs

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According to a press release, the winner of the public sale may even win a room on one of many ship’s inaugural voyages.

5. K18

BeReal has made a giant splash this 12 months as the higher, extra genuine model of Instagram.

As a fast refresher, the idea behind BeReal is straightforward: In some unspecified time in the future every single day, customers are prompted to share an image of themselves in real-time utilizing each back and front cameras.

There aren’t any pre-taken photos allowed and when you miss the two-minute countdown, that’s it.

The thought is sort of fascinating and has garnered the eye of many shoppers in addition to manufacturers.

The factor is, many manufacturers are nonetheless not sure learn how to use the platform. Not K18 although.

Becoming a member of manufacturers like Chipotle, E.L.F, and Uncommon Magnificence, K18 is among the few manufacturers which might be exploring this platform.

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As a result of spontaneity is required, it makes it troublesome for manufacturers so as to add construction to their BeReal technique. Nonetheless, K18 has taken this as a possibility to construct group and take customers behind the scenes.

The takeaway right here is that not each platform will permit the identical method. Having some flexibility will provide you with extra room to discover these tendencies as they arrive.

Traits come and go – the hot button is realizing which of them to affix and which of them to skip. Nonetheless, when completed proper, they will earn you a stronger group, extra engagement, and extra attain.

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