As Malaysia and Singapore gear up for their national celebrations throughout August and September, brands in these regions are ramping up their efforts to engage with their audiences through the lens of these festivities. However, hopping on the bandwagon doesn’t just have to be for national celebrations. Utilising celebrations or even awareness days in general all year around is a fabulous PR strategy called trendjacking, and we here at Elliot Communications are going to give you the lowdown on why it’s great and how best to engage in it.

What is Trendjacking?

At its core, trendjacking is the practice of leveraging current trends, events, or popular topics to promote a brand, product, or service. It’s about taking a look at what is popular or otherwise culturally relevant in the moment, then riding it to gain visibility and engagement. Knowing this, trendjacking can be a powerful tool for PR agencies to help clients capture public attention and connect with audiences in a relevant and timely manner.

But Why Trendjacking?

Firstly, by linking a brand’s message to what’s currently trending, PR agencies can tap into the public’s existing interest and boost visibility, getting brands more attention on various media platforms, which is always a good thing. In addition, people love to talk about what’s trending, so when a brand ties itself to these popular topics, it naturally gets more engagement that – as a bonus – paves the way in creating real, meaningful audience interactions that can lead to a stronger connection with the brand.

Trendjacking also helps brands appear modern and in tune with current events, making them seem more agile and responsive in general, and even potentially positioning them as leaders or innovators in their industry when they stand out from those that are slower to react. Plus, it’s often cheaper than starting a new campaign from scratch – by riding the wave of what’s already popular, PR agencies can achieve significant reach and impact without spending a fortune.

Before You Trendjack, Ask Yourself…

It’s important to approach trendjacking if, and only if, it genuinely fits your client’s marketing and PR goals; if the event or trend you’re looking at is not aligned with the brand’s goals, the campaign might end up missing the mark. For example, if the client’s aim is to increase brand understanding, just hopping on an awareness day might not be enough. You might need to look at other strategies like paid media, influencer campaigns, or longer-term activities.

You also have to consider if the trend you’re looking at naturally connects with what your client’s brand has to offer. If there’s no obvious connection, it might not be worth it, as consumers and media can tell if a brand’s participation feels forced or insincere, especially for days or trends that are politically charged – say, a general election – or otherwise potentially sensitive, like a medical condition awareness month or day. 

At the heart of it all, if the client’s brand isn’t consistently involved in the cause, it might be best to skip the trendjacking strategy – and make sure to double-check the current conversations about the trend you’re aiming to jack. If there’s negative sentiment or controversy, it might be wise to reconsider participating.

So How Do You Trendjack Effectively?

To effectively trendjack, start by using tools like Google Trends, Twitter, and other social media platforms to stay updated on current events and popular topics. Being aware of what’s trending is the first step to leveraging these trends for your client’s brand. However, as mentioned above, make sure it aligns with the brand values and messaging, as authenticity is crucial to making a positive impact.

Timing is also essential. Quickly associating your client’s brand with a trend maximises its impact. Delayed responses can miss the peak of public interest, so act fast – but thoughtfully – to capitalise on the trend’s momentum. Make sure the content or campaign created is meaningful and valuable to the right audience.

Finally, don’t just post and disappear. Even after the campaign has ended, there should be a continued and concerted effort for the brand to engage with its audience by responding to comments, sharing user-generated content, and continuing the conversation around the trend. Active engagement sustains interest and builds deeper connections with your audience, ensuring the trendjacking effort has a lasting impact.

Essentially, trendjacking can be an extremely valuable strategy for PR agencies looking to enhance their clients’ visibility, engagement, and relevance. By staying informed about current trends, aligning them with brand values, and acting swiftly, PR agencies can harness the power of trendjacking to achieve significant marketing success. In an age where attention spans are short and competition is fierce, trendjacking offers a cost-effective way to stand out and connect with audiences in a meaningful way.