Trendjacking is not for the faint-hearted. It’s a marketing street fight, where brands either strike gold or get publicly humiliated before they can hit ‘delete’ on their tweet.

One moment, you're the brand of the hour, riding a viral moment straight into record-breaking engagement.

The next?

Your PR team is sweating bullets, and your social media intern is "suddenly unavailable."

We've watched smart brands get smarter by hijacking the right trends at the right time. We've also seen marketing teams go down in flames because they jumped too fast—or worse, jumped into something they never understood in the first place.

This is not a game of luck. Brands don’t accidentally stumble into viral success; they study, strategize, and execute before the trend dies in the algorithmic graveyard.

So, do you want to be the brand that owns the moment or the one that becomes a cautionary LinkedIn post?

What Is Trendjacking?

Trendjacking is the art of cutting into a viral conversation and making yourself at home. One minute, no one was thinking about your brand. The next, you’ve shoved yourself into a trending moment so fast and smooth that people actually engage instead of asking, “Why are you even here?”

When it works, brands rake in engagement, credibility, and yes, sales.

When it doesn’t?

Think about Kendall Jenner handing out Pepsi, and you’ll understand why trendjacking has a body count.

Most brands that screw this up don’t even know why they failed. They think it’s about being fast and witty. No!

It’s about precision, timing, and knowing which trends you actually belong in.

A 2024 study revealed that 70% of consumers who actively engage with trendjacked content are more likely to buy products promoted by influencers using that trend.

Now, that’s not just brand awareness—it’s direct conversion.

So how do brands pull this off without getting canceled or, worse, ignored?

Newsjacking Strategies – Turning a News Event into Your Ad Campaign

When IKEA saw Cristiano Ronaldo publicly snub Coca-Cola at a Euro Championship press conference, they didn’t waste time. Within hours, they rebranded their reusable water bottle as “Cristiano.” Zero explanation needed. The internet got the joke.

• Aligned with a cultural moment.
• Pushed a brand message without forcing it.
• Went viral for all the right reasons.

That’s how real-time marketing techniques are done.

Memetic Marketing – Using Trends Before They Die in 48 Hours

Memes are marketing gold—until they aren’t. The internet chews through trends at lightspeed, and brands trying to be funny a week too late look like that one uncle using Gen Z slang.

There’s a reason Wendy’s roasts people on X, and no one questions it. It’s on-brand for them. If a law firm did it? HR crisis.

If you’re gonna jump on a meme, ask yourself:

• Would my brand say this in real life?
• Will this still be funny in three days?
• Do we even understand this joke?

Event-Driven Social Media Campaigns – Latching Onto a Moment That Matters

When ALS launched the Ice Bucket Challenge, brands joined in. But this wasn’t just about a viral stunt—it raised $115 million for ALS research and permanently changed social media fundraising. That’s how trendjacking works when it has purpose.

The Do’s – How to Trendjack Without Torching Your Brand

Trendjacking doesn’t reward the slow. If you’re not ahead of the wave, you’re just another brand desperately chasing a moment that’s already dead.

Social media doesn’t wait. It doesn’t pause for approval chains, corporate hesitation, or brand committees that need three weeks to decide if using a trending meme will “align with our identity.” It moves, devours, and discards. If you’re not first, you’re irrelevant. If you’re late, you’re embarrassing. And if you’re clueless, you’re a case study in what not to do.

Here’s how to ride this wave successfully:

DO: Act Fast (or Don’t Bother at All)

The best trendjackers strike before the masses catch on. Waiting too long means stepping into a trend when it’s already been milked dry, chewed up, and spat out by faster brands.

Case Study: Balenciaga and The Simpsons—A Fashion Week Surprise That Broke the Internet

Balenciaga jumped on (and created) a trend by using cultural moment marketing to fuse high fashion with pop culture. At Paris Fashion Week 2021, they didn’t go the predictable route with a runway show. Instead, they debuted a Simpsons episode where Homer, Marge, and the gang walked a Balenciaga runway.

The internet went ballistic. Balenciaga didn’t force its way into a meme; it became the meme. The episode racked up millions of views, catapulted Balenciaga into mainstream conversations, and set a new standard for event-driven social media campaigns.

• Instant virality – A completely unexpected move that made headlines globally
• Aligned with a cultural moment – The Simpsons is timeless pop culture currency.
• Boosted their brand – Balenciaga positioned itself as not just a fashion house, but a cultural force.

DO: Know What’s Yours (And What’s Not)

Trendjacking isn’t a free-for-all. Just because something’s viral doesn’t mean your brand belongs in the conversation.

If it doesn’t fit, don’t force it. Trendjacking only works when it’s natural. If it feels forced, your audience will smell it from a mile away.

Case Study: Ben & Jerry’s – Trendjacking with a Purpose

Ben & Jerry’s doesn’t just tweet random viral moments. When they engage in newsjacking strategies, it’s because the issue aligns with their brand. When political tensions rise or social issues take center stage, Ben & Jerry’s steps in—not with empty PR fluff, but with actionable responses, petitions, and real contributions.

• They don’t jump on every trend. They focus on activism, climate change, and social justice—issues they’ve been vocal about for decades.
• Their audience expects it. No one questions when Ben & Jerry’s speaks up, because it’s part of their brand DNA.

Why It Worked:

• It wasn’t performative. They didn’t force their way into a trend—they led it.
• They used reactive content creation to speak when it mattered without looking opportunistic.

DO: Make the Trend Work for You (Not the Other Way Around)

Jumping into a trend shouldn’t feel like cosplay. The best brands don’t just react—they reshape the conversation.

Trends don’t last. But the way your brand interacts with them does.

Case Study: Duolingo’s TikTok Trendjacking Masterclass

Duolingo doesn’t just use TikTok trends—it owns them. While other brands play it safe, Duolingo’s social team goes all in, using memetic marketing to turn their aggressive green owl into an internet icon.

• They create a viral marketing campaign every time they engage.
• They interact like an actual person, not a corporate brand.
• They push the boundaries of what brands are “supposed” to do on social.

Why It Worked:

• They used social media trend analysis to stay ahead of viral moments.
• Their content feels organic, not like a desperate attempt to be “cool.”

DO: Prepare to Move Faster Than Legal Approvals Allow

The ugly truth about trendjacking is… if your legal team is still "reviewing" a trend, it’s already dead. The brands that win at trendjacking are built for speed.

If you need six meetings, an executive sign-off, and a corporate alignment discussion before posting a tweet, just skip trendjacking entirely.

Case Study: Ryanair’s No-Holds-Barred Trendjacking

Ryanair doesn’t play it safe. Their social media team has zero fear and absolute speed. They roast their own customers, mock travel complaints, and jump on viral moments before anyone else.

Their secret is freedom. They don’t sit through endless approval chains—they just execute.

Why It Worked:

• They don’t overthink. Their strategy is raw, fast, and fearless.
• They lean into their personality. They’re not trying to be "everyone’s airline"—just the funniest one.

The Don’ts – How to Get Canceled in 3 Easy Steps

If trendjacking were a game, some brands wouldn’t even make it past the tutorial. It’s not just about jumping into conversations—it’s about not being the brand everyone collectively drags for trying too hard. The difference between viral marketing tactics and brand hijacking gone wrong is knowing what not to do.

DON’T: Jump on a Trend You Don’t Understand

Nothing torches credibility faster than a brand trying to be Gen Z cool—and failing. If a trend doesn’t align with your brand, if you don’t understand its origins, or if it requires “explaining” to your legal team—just stay out. Consumers can smell corporate cringe from miles away.

Case Study: Pepsi’s Kendall Jenner Ad – The Trendjacking Disaster That Ended Before It Began

Pepsi thought they were riding the wave of social activism. What they actually did was produce an ad so tone-deaf that it got pulled within 24 hours. The commercial showed Kendall Jenner handing a police officer a Pepsi during a staged protest—because, apparently, soda solves systemic issues.

The backlash was instant. Activists, social media users, and even major media outlets dragged Pepsi into the ground. It was so bad that Pepsi had to issue a public apology.

What Went Wrong?

• They didn’t understand the cultural weight of the movement they were trying to trendjack.
• It was performative, not authentic.
• It felt like a corporate attempt at “relevance” rather than real support.

Lesson: If a trend is rooted in real-world activism, social justice, or historical significance, brands should think twice before inserting themselves. Trendjacking only works when there’s actual value, not just an attempt to capitalize on sentiment.

DON’T: Use Tragedy to Sell Your Stuff

Brands that exploit disasters get canceled. Using real human suffering as a marketing gimmick is the fastest way to wreck brand trust. Consumers will call you out, and no PR team in the world can save you.

Real Case: Brands Using Hurricane Sandy to Push Sales

In 2012, Hurricane Sandy devastated the East Coast. The entire country was watching as homes were destroyed, people were displaced, and billions of dollars in damages piled up.

Then some brands thought it was a great time for a sale.

• Retailers started posting “Hurricane Sandy Discounts.”
• Fashion brands used the storm’s hashtag to promote new collections.
• Some companies turned the disaster into “storm survival must-haves.”

The backlash was swift and brutal. Social media users shamed brands for turning a catastrophe into a sales pitch. Some companies issued apologies, while others just deleted their posts and pretended nothing happened.

Lesson: Cultural moment marketing only works if it adds value. If a disaster is unfolding, people don’t need your “limited-time offer” or your new product line—they need help. Brands that actually support relief efforts will always win more trust than those trying to profit off pain.

DON’T: Overuse Hashtags Like a Desperate Brand

Hashtags can boost reach, but drown your post in them, and you look like a spam bot. Even worse? Using a trending hashtag without knowing what it actually means.

{{cta-component}}

Case Study: DiGiorno’s #WhyIStayed Tweet – The Most Tone-Deaf Trendjacking Fail

The hashtag #WhyIStayed was trending worldwide, filled with survivor stories about domestic violence. It was a space for real, vulnerable conversations.

Then DiGiorno jumped in and tweeted, “#WhyIStayed You had pizza.”

•  Instant backlash.
• Thousands of angry responses.
• A PR disaster in real time.

DiGiorno immediately deleted the tweet and issued an apology, saying they hadn’t researched the hashtag before using it. But by then, the damage was done.

Lesson: Always research a hashtag before using it. Some trends aren’t meant for marketing. If a hashtag is tied to a social issue, movement, or personal stories—leave it alone. Also, using too many hashtags makes your brand look desperate.

Why Trendjacking Works (or Fails)

Trendjacking is manipulation. And no, that’s not a bad thing. The entire game is about shaping perception, creating urgency, and making people believe your brand belongs in the conversation.

Brands that understand the psychology behind trends win big.

Those that don’t? They trend for all the wrong reasons.

Why Trendjacking Works: The Psychological Triggers behind Virality

Trendjacking doesn’t just work because something is trending. It works because humans are wired to care about what other people care about.

1. Social Proof – “If Everyone’s Talking About It, It Must Be Important”

People engage with what they see others engaging with. When a brand trendjacks a moment correctly, it’s not just riding a trend—it’s reinforcing it.

Brands love this because it means free exposure. A well-timed trendjack can get millions of impressions without spending a cent on ads. But if a brand misfires, it becomes the joke instead of the conversation.

Netflix and the “Wednesday Dance” Phenomenon

When Wednesday Addams’ dance scene went viral on TikTok, brands rushed in. Some nailed it (like brands collaborating with influencers who recreated the dance), while others just threw up a lazy “Have you seen Wednesday yet?” tweet and got ignored. Netflix, on the other hand used real-time marketing techniques to fuel the fire, remixing the scene, encouraging user-generated content, and making sure Wednesday stayed trending.

Why It Worked:

• They hopped on and controlled the trend.
• Influencer trend collaboration helped amplify its reach.
• They made it easy for audiences to participate.

2. Fear of Missing Out (FOMO) – “If I Don’t Engage, I’m Out of the Loop”

FOMO is why limited-time deals work. It’s also why people jump on trends—they don’t want to feel left out.

If a trend feels exclusive, more people want in. The more engagement it gets, the bigger it becomes. But brands that enter a trend too late or awkwardly force themselves in end up looking like the last person at the party when the lights are on and the music’s off.

Spotify Wrapped – A Masterclass in FOMO

Spotify Wrapped is a viral marketing tactic that turns data into a social currency. By giving users shareable, personalized content, they make everyone who doesn’t have Spotify feel like they’re missing out.

Why It Worked:

• It triggers FOMO. People want to compare their stats.
• It’s exclusive. If you don’t use Spotify, you don’t get one.
• It dominates conversations. The sheer volume of Wrapped posts forces other brands to react to it.

3. Cognitive Ease – “Familiarity Makes Engagement Effortless”

People engage more with what feels easy to process. If a trend is already in their brain, they don’t have to think twice before interacting with it. This is why memes explode and why repetitive challenges keep spreading.

But brands that overcomplicate trendjacking by trying to be too clever miss the point. Simplicity wins.

Duolingo’s Unhinged TikTok Strategy

Duolingo’s TikTok isn’t some overproduced, polished content strategy. It’s low-effort, chaotic, and insanely effective. They lean into existing TikTok trends, using their owl mascot in ways that match viral content rather than trying to reinvent it. The result is millions of views and a reputation as the funniest brand on the platform.

Why It Worked:

• It doesn’t fight the algorithm—it feeds it.
• It feels effortless. No brand voice filters, no stiff approvals. Just reactive content creation at its best.
• It’s culturally aware. Duolingo understands exactly how Gen Z communicates.

{{form-component}}

Why Trendjacking Fails: How Brands Wreck Themselves

For every Spotify Wrapped, there’s a Pepsi Kendall Jenner Ad. For every Wednesday Dance, there’s a cringe corporate attempt at using a meme 3 weeks too late.

Here’s how brands screw it up.

1. Being “Trendy” for the Sake of It

Trendjacking works when a brand adds value to the conversation. It fails when it’s forced and desperate.

❌ Brand Hijacking Gone Wrong: When fashion brand Boohoo tried using a social justice hashtag to promote their clothing, Twitter dragged them to hell. It was obvious brand opportunism—no authenticity, no value, just a corporate attempt to ride sentiment for profit.

2. Misreading the Room and Creating a Social Media Crisis

Brands that misuse hashtags, exploit tragedies, or try too hard to be funny get ripped apart.

❌ Burger King’s “Women Belong in the Kitchen” Tweet

Burger King UK thought they were starting an important conversation about gender inequality in the restaurant industry. Instead, they led with the worst possible tweet ever:

“Women belong in the kitchen.”

Imagine the instant outrage. They meant well (they were promoting scholarships for female chefs), but Twitter only saw the first tweet before the explanation followed. The backlash was so bad they had to delete the entire campaign.

3. Being Late to the Party

If a trend has already peaked, you’re just another brand trying to stay relevant. By the time your legal team approves it, it’s old news.

❌ Every Corporate “How Do You Do, Fellow Kids?” Moment

Brands trying to use memes weeks late is why so many trendjacks flop. If you’re reacting instead of leading, you’re already behind.

Play Smart or Get Buried

Trendjacking is not about being funny on Twitter. It’s about knowing when to jump in—and when to sit this one out.

Get it right, and your brand earns credibility, engagement, and influence. Get it wrong, and you’re scrambling for social media crisis management before the internet eats you alive.

Viv Segal said it best: "PR means telling the truth and working ethically—even when all the media want is headlines and all the public wants is scapegoats." That’s the real game.

Brands that approach trendjacking with authenticity, speed, and a deep understanding of their audience win big. Those that treat it like a free-for-all become case studies in what not to do.

There’s no middle ground. You either control the narrative or become the narrative.