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Ever heard of the term "newsjacking"? It's when a company leverages trends or something that's on the news. Here's how you can increase your leads and sales with this powerful marketing technique. But first, a couple examples.
When criticism is turned into a funny marketing campaign.
In 2019, company Peloton created an ad campaign in which a husband gives his wife an exercise bike as a present. Oof, that was a bad idea. It received a lot of criticism.
But someone saw this as an opportunity.
It was a different company: Aviation Gin. They're known for their funny marketing campaigns. So they created an ad that mocked the original ad and even hired the same actress that played the wife.
Why was this a success? Because:
They stayed on brand
They had a positive message
They were well-timed
They took something that was bad and that everyone was talking about and turned it into a funny marketing campaign that got a lot of eyeballs. That's more leads and potentially more sales.
When IKEA capitalized on a huge blunder.
Remember when Cristiano Ronaldo removed the tournament sponsor Coca-Cola's prop bottle during a press conference and said that people should drink water?
O.M.G. It was all over the news. Which meant yet another opportunity for a different company.
I'm talking about IKEA. They capitilized on this by renaming their reusable water bottle to: "Cristiano: reusable bottle for water only."
Ain't that smart? This was also a success because:
They stayed on brand
They had a positive message
They were well-timed
It worked because they took something on the news and made it their own. It wasn't a random marketing stunt. It aligned with their brand values.
How can you use newsjacking for your business?
Newsjacking goes beyond ads and renaming your products. You can also use it in:
headlines of your blogs
headlines of your articles
your social media content
a little mention in your caption
pretty much any other copy
The important thing is that you don't just use any trend or whatever is on the news to your benefit. It has to align with your brand values, what you stand for.
You can't create a funny ad if you've never done that before. People will see that's fake. Be consistent when it comes to your messaging and marketing efforts.
Got an idea and need help with that? Send me a message and let’s get started.
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