Businesses always look for ways to stay relevant and engage with their audience. One effective strategy is to tap into current events and trending topics in the news. By using newsworthy events in their marketing and messaging, businesses can increase their visibility, attract new customers, and build brand loyalty. In this article, we will explore some examples of businesses using topics in the news to their advantage.
Example 1: Nike’s Colin Kaepernick Ad Campaign
In 2018, Nike released an ad campaign featuring NFL quarterback Colin Kaepernick. The campaign sparked controversy, as Kaepernick had become a polarizing figure due to his decision to kneel during the national anthem in protest of racial injustice. Despite the backlash, Nike’s sales increased by 31% in the days following the campaign’s release. By tapping into the national conversation surrounding racial justice, Nike increased its relevance and built brand loyalty among a younger, more socially conscious demographic.
Example 2: Ben & Jerry’s Climate Justice Campaign
In 2021, ice cream company Ben & Jerry’s launched a campaign calling for climate justice. The campaign included a series of social media posts, videos, and a new flavor called “Save Our Swirled.” The campaign was well-received by consumers, with many praising Ben & Jerry’s for using their platform to raise awareness about the urgent need for action on climate change. By aligning themselves with a pressing social issue, Ben & Jerry’s increased its relevance and built brand loyalty among environmentally conscious consumers.
Example 3: Airbnb’s #WeAccept Campaign
In 2017, Airbnb launched a campaign called #WeAccept in response to the Trump administration’s travel ban on several Muslim-majority countries. The campaign included a Super Bowl ad and a commitment to providing free housing to refugees and those affected by the ban. The campaign was widely praised, with many consumers lauding Airbnb for taking a stand on a controversial issue. By aligning themselves with a social justice cause, Airbnb increased its relevance and built brand loyalty among a younger, more socially conscious demographic.
Conclusion
By tapping into current events and trending topics in the news, businesses can increase their relevance and build brand loyalty among their audience. Examples such as Nike’s Colin Kaepernick ad campaign, Ben & Jerry’s climate justice campaign, and Airbnb’s #WeAccept campaign demonstrate the power of using newsworthy events in marketing and messaging. As businesses continue to navigate an ever-changing media landscape, staying up-to-date on current events and trends will remain an essential part of their marketing strategy.
