5 Trending Subject areas Brands Leveraged in 2022 [+ How They Did It]

As we head towards the conclude of 2022, it’s time to seem back again at illustrations of brands that have productively “newsjacked” a craze.

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In this report, we’ll protect some of the major trending matters of the calendar year and the makes that took them on.

1. Popeyes

In late September, artist Rihanna announced by using Instagram that she would be undertaking at the Superbowl.

The graphic, which verified before speculations of the singer’s participation, swiftly designed its rounds.


Squandering no time, Popeyes then shared its personal version of the preferred image just one particular working day later.

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Popeyes is one of the couple of brand names that executed this newsjacking effectively (and legally). Quite a few brands seeking to bounce on this information took a good authorized chance.

In its place of pursuing Popeyes guide, which replicated Rihanna’s impression with its personal product or service and hand design, many simply just Photoshopped their products and solutions into the artist’s arms.

This could be deemed copyright infringement, as the recreation of the graphic in this way is viewed as by-product operate and needs specific authorization from the copyright holder.

Next, it can also violate the artist’s appropriate of publicity, as their likeness is used in a fashion they have not agreed to.

Is this most likely to escalate? Likely not as it serves as extra publicity for the NFL and Rihanna. However, in yet another scenario, it could. The lawful outcomes are just not value the non permanent boost in achieve or engagement.

The crucial takeaway right here is that when newsjacking, it’s still crucial to evaluation the trend in advance of jumping in to ensure you are not putting your brand name at risk.

2. Lay’s

The actuality Tv set competitors present Huge Brother isn’t in which you’d hope to see Lay’s advertisement. But when one contestant confirmed a appreciate for Lay’s chips, the manufacturer began shouting out the contest on its Twitter account.

Brands leverage trending topics: lay's food brand

This particular contestant, and subsequent winner Taylor Hale, turn out to be a single of the most popular faces of the franchise owing to the bullying she faced in the house. With several People rallying all over her to display their support, Lay’s also joined in.

Judging by Lay’s modern Tweets, their posts on Hale earned them around 50x a lot more engagement than they usually get on the platform.

The moment Hale was declared as the winner, the manufacturer also contacted her – seemingly for a possible partnership.

This is a terrific illustration of how a manufacturer can leverage a seemingly trivial scenario and turn it into one thing special.


Don’t forget when Wordle has us all agonizing more than 5-letter words? Well, LEGO capitalized on that buzz and joined in – in LEGO vogue, of study course.

One thing like this is so straightforward nevertheless can be extremely productive. Since the level of newsjacking isn’t essentially to get revenue, but instead to increase your access, get engagement, and link with your viewers.

When you feel of it this way, it is much easier to leverage.

4. Norwegian Cruise Line

The conversation close to NFTs began getting steam in January 2021 and peaked just one yr later in January of this year, in accordance to Google Tendencies,

Because then, brands have been scrambling to both comprehend what it is and how they can use NFTs for marketing and advertising.

NCL took the leap by leveraging the excitement all-around NFTs to announce its new cruise line. They released a collection of six NFT artwork items accessible for auction that depict the new cruise line at sea.

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

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In accordance to a press release, the winner of the auction will also get a space on one particular of the ship’s inaugural voyages.

5. K18

BeReal has created a massive splash this 12 months as the improved, much more reliable edition of Instagram.

As a rapid refresher, the strategy driving BeReal is straightforward: At some issue each individual day, users are prompted to share a photo of on their own in serious-time utilizing both equally entrance and back cameras.

There are no pre-taken images allowed and as soon as you skip the two-minute countdown, that’s it.

The concept is rather interesting and has garnered the attention of many shoppers as effectively as brand names.

The factor is, a lot of manufacturers are nevertheless unsure how to use the platform. Not K18 though.

Signing up for brand names like Chipotle, E.L.F, and Rare Beauty, K18 is 1 of the few models that are discovering this system.

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Since spontaneity is demanded, it helps make it hard for brands to include framework to their BeReal system. Having said that, K18 has taken this as an opportunity to build local community and consider end users guiding the scenes.

The takeaway here is that not each individual system will allow for the exact solution. Acquiring some flexibility will give you extra home to take a look at these traits as they come.

Tendencies occur and go – the crucial is understanding which kinds to be a part of and which kinds to skip. Having said that, when done correct, they can receive you a more robust group, much more engagement, and extra get to.

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