Brands often tap into trending topics, a practice known as trend jacking in PR, to stay relevant and connect with audiences and in SEA, we’ve seen brands effectively countering this strategy. But how exactly do brands strike the right balance?

Telum caught up with Kenny Yap, Chief Operating Officer at Havas Play, to explore how brands can navigate timing, handle sensitivities and set boundaries to ensure effective campaigns.

The concept of trend jacking has been around since the 2010s, but how has it evolved since its inception?
According to the Havas Meaningful brands study, 70 per cent of brands could disappear tomorrow and consumers would not care. Brands are becoming increasingly irrelevant, delivering poor content and failing to improve consumers’ lives. It’s no longer just about “going viral”. It's about connecting meaningfully with audiences and delivering authentic, relevant content that resonates in a crowded digital space.

Therefore, we see a shift in trend jacking, from a quick, reaction-based approach such as jumping on a popular hashtag or meme to a dedicated sophisticated strategy that requires attention to the right platform, audience, values and timing. Today, most brands have engaged more in real-time marketing, where they now invest in social listening teams and various social media tools. In addition to that, they also leverage social media platform algorithms such as trending topics and explore pages to create optimal and relevant content.

Why do you think trend jacking has become prevalent and accepted across various sectors, including public sector?
Consumers appreciate content that feels connected to current events and cultural conversations. Not only that, consumers also demonstrated an increasing preference for brands that aligns with their values, particularly in areas like environmental sustainability and social responsibility.

Hence, by leveraging trending topics and relatable moments, brands and organisations including the public sector are able to make their messages more accessible and engaging for diverse audience, while incorporating purpose-driven messages. Trend jacking is deemed to humanise the organisation, helping them appear more approachable and in touch with public sentiment, to build trust and drive citizen engagement. Further to trend-jacking topics, brands are also becoming more sensitive to platform algorithms and audience behaviours. It is key to have platform-specific strategies that adapt trend jacking approaches from consumer behaviours to content formats, for instance between TikTok and Meta.

What are some ground rules brands or organisations should adhere to when engaging in trend jacking?
These are some rules to best adhere to:

• Be authentic 

Consistency in brand voice and tone is key. Trend jacking should be part of the brand’s personality and not drastically different from the brand’s regular communication. In addition, trend jacking works best when the brand contributes something meaningful since shallow attempts can backfire.

• Ensure relevance

Brands should only engage with trends that align with the brand’s identity, values and target audience. Irrelevant or forced participation can come across as opportunistic or insincere.

• Avoid Sensitive Topics

Generally, brands should avoid trend jacking to crises, or contentious social issues. Before participating in a trend, ensure a clear understanding of its background and significance. Some trends may relate to sensitive or controversial issues, so it’s crucial to approach with caution to avoid seeming exploitative or insensitive.

How can brands or organizations determine the best time to engage with a trend, and when should they choose to sit it out?
Brands should consider a few important factors to ensure it’s the right move. Before engaging, brands need to assess if the trend aligns with their brand values and target audience interests. Brands should also evaluate the reputation impact whether it has a lasting positive effect or risks damaging their image.

Next, the timing of the trend is key. Ideally, brands should be at the start of the trend rather than past the peak, which then makes the brand appear outdated.

What’s one notable trend jacking from 2024 that grabbed your attention?
While there were many trends, the marketing efforts by Calm, a mindfulness app during the recent US elections really demonstrated a masterclass in trend (context) jacking. One of the key consumer expectations of content is to help improve their lives.

As a thought-leader in the wellness space, the company bought an ad space on TV during the intense election coverage, and gave 30 seconds of silence to viewers offering a moment of peace, followed by a “You’re welcome” message. The company also interacted with its audience on X, reminding them to take breaks or relax. The company’s efforts went viral soon after on social media.