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Newsjacking involves leveraging trending news to boost brand visibility, capitalizing on public curiosity and media attention to highlight your brand. It’s especially effective with digital and social media.

For example, in Q2, Oatly and Patagonia joined forces to encourage EU citizens to vote for the environment in the European Parliament elections. They dismissed their EU employees in order to vote and organized educational programs highlighting the importance of voting. They also urged other companies to motivate their teams to vote for the planet, showcasing their shared commitment to environmental protection.

How to optimize it:

• Timing: Respond swiftly to trending news to stand out.
• Relevance: Ensure a clear connection between the news and your brand to avoid seeming inauthentic.
• Creativity: Add unique value or twists to the story.
• Sensitivity: Avoid controversial topics that could harm your brand.

How to implement it:

1. Monitor the news: Use tools like Google Trends and Alerts.
2. Evaluate relevance: Ensure the news fits your brand and audience.
3. Compose the message: Tailor content with the right tone and original value.
4. Distribute: Share across multiple platforms including social media, press releases, blogs, and emails.

Check out Entrepreneur for more case studies on newsjacking.

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Let’s get it on the calendar.

CeraVe is feeling melodramatic in a new, 2-minute soap opera spot, starring Xochitl Gomez and featuring all of your favorite soapy tropes.

How will this opulent family cope when all of their beloved CeraVe is replaced with bar soap? Will they die!?

The campaign supports the brand’s Hydrating Facial Cleaner and will feature 30 influencers and a mobile tour for skincare education, photo ops, and more.

It’s the year of CeraVe, isn’t it?