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

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

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On this article, we’ll cowl a few of the prime trending subjects of the yr and the manufacturers that took them on.

1. Popeyes

In late September, artist Rihanna introduced by way of 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 sooner or later later.

Popeyes is without doubt one of the few manufacturers that executed this newsjacking accurately (and legally). Many manufacturers wanting to leap on this information took an ideal authorized danger.

As an alternative 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 arms.

This could possibly be thought-about copyright infringement, because the recreation of the picture on this method is taken into account spinoff work and requires express authorization from the copyright holder.

Secondly, it may well 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? In all probability not because it serves as further publicity for the NFL and Rihanna. Nonetheless, in one other case, it may. The authorized penalties are merely not well worth the momentary increase in attain or engagement.

The important thing takeaway right here is that when newsjacking, it’s nonetheless essential 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 anticipate 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

This explicit contestant, and subsequent winner Taylor Hale, develop into one of the vital widespread faces of the franchise because of the bullying she confronted in the home. With many People rallying round her to point out their assist, Lay’s additionally joined in.

Judging by Lay’s current 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.

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


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

One thing like that is so easy but may be extremely efficient. As a result of the purpose of newsjacking isn’t essentially to get gross sales, however as an alternative 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 yr later in January of this yr, based on Google Developments,

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

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

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

Picture Supply

In line with a press launch, the winner of the public sale may even win a room on one of many ship’s inaugural voyages.

5. K18

BeReal has made an enormous splash this yr as the higher, extra genuine model of Instagram.

As a fast refresher, the idea behind BeReal is easy: Sooner or later each day, customers are prompted to share an image of themselves in real-time utilizing each back and front cameras.

There are not 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 find out how to use the platform. Not K18 although.

Becoming a member of manufacturers like Chipotle, E.L.F, and Uncommon Magnificence, K18 is without doubt one of the few manufacturers which can 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 chance to construct neighborhood and take customers behind the scenes.

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

Developments come and go – the secret is figuring out which of them to affix and which of them to skip. Nonetheless, when carried out proper, they will earn you a stronger neighborhood, extra engagement, and extra attain.

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