Written by: Vickie Sullivan  |  December 19, 2024

B2B Brands Can Win Big with Clever Trendjacking Approaches

Many people use trends and cultural moments as a segue to highlight their perspective. In fact, this marketing tactic is so widespread that it even has a name: trendjacking.

Some companies, though, push beyond trendjacking. Instead of directly connecting their brand to a trend, they take what’s popular further by appealing to the underlying issue. A recent MarketingProfs article outlines five such campaigns in a recent article.

My favorite campaign is Ruggable’s video linking their new rugs to the popular TV show Bridgerton. The company launched a collection of Bridgerton-inspired rugs a few months before the third season’s launch. And on the premiere date, the company “posted a TikTok video showing a woman transforming her home for the season debut (featuring some of the brand’s Bridgerton designs).”

The trendjacking tactic worked. In four months, the TikTok video received 7.6 million views and a 155% engagement rate, driving over $1 million in earned media value for the brand.

Can B2B folks apply this trendjacking strategy? You betcha. To get started, look beyond direct connections and find the emotion. Ask yourself: What can we celebrate? What is our marketplace passionate about?

It makes sense to start by focusing on what your marketplace cares about. Keep in mind that the direct connection approach has reached oversaturation. So, dive beneath the surface. By discerning motivation and intent, you can create more meaningful messages.

Listen: Take a Stand without Creating Backlash 

Now Read This:

• Why B2B Marketers Should Embrace B2C Messaging Tactics
• Competitive Branding for B2B Professional Service Firms

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