I know I’m not the only one who has bought something because of a clever marketing campaign. Whether it is a new gadget, outfit or something more, brands have a way of grabbing our attention by capitalizing on what the world is already talking about – and it works. Here are three recent examples of brands that jumped on a trend and utilized it to make an impact:

SKIMS
They say the devil works hard, but Kris Jenner works harder. Although, I think Kim is well on her way to stealing that title. Skims have kept the public talking for more reasons than shapewear, by using models who are icons in their own right, the brand has been successful in drawing in an audience. Most recently, Skims used Simona Tabasco and Bea Grannò from White Lotus fame for the Valentine’s Day collection. Like the rest of the world, Kim has spoken about her love for the show and has authentically integrated that love into her brand. This campaign is just the latest of many, including supermodel icons like Heidi Klum and Tyra Banks or my personal favourite, a shoot with Kourtney Kardashian and Megan Fox at the height of their rockstar girlfriend fame. They may be modelling something as simple as underwear, but it’s the collaborations that make the news.

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FENTY BEAUTY
I’m a firm believer that the best part of the Super Bowl is the halftime show, and Rihanna did not disappoint. Throughout the much anticipated performance the audience was given not only a pregnancy reveal, but a Fenty Beauty plug as well. The quick moment of RiRi touching up with her blotting product got the internet buzzing and searches for Fenty Beauty soared. This is an excellent example of seizing a moment, and Rihanna was able to make headlines about a beauty brand at a sports event – marketing genius!​​

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DAISY JONES & THE SIX

Daisy Jones & The Six is having its moment in our office and on TVs across the world with its release on Amazon Prime. An #FReads favourite (and FSHOPPE playlist staple), this novel-turned series has announced collaborations with both Levi’s and Free People, banking on fans being inspired to infuse a little more 70s into their wardrobes. The Daisy Top from Levi’s for example is inspired by the denim bralette of the titular character, while Free People’s capsule collection features everything you need to get the look of the band. Not only is the timing perfect with the show’s release, but these brands are hopping on the inevitable comeback of retro styles we anticipate to follow.

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What other trend-hopping marketing campaigns have you spotted lately? If you’re a brand looking to take advantage of smart newsjacking, get in touch with us via our contact page.