From Trend to Triumph: The Art of Reactive Marketing

Remember this guy? 

It’s a simple, short TikTok of a man skateboarding while drinking a bottle of Ocean Spray cranberry juice, lip-syncing to “Dreams” by Fleetwood Mac. 

Defying the odds, this seemingly random clip went viral. Perhaps it resonated with many people’s innate desire to feel carefree. Perhaps it inspired people to find simple joys at a time when the world was on lockdown from the COVID-19 pandemic. Whatever the case, this TikTok was a whole vibe back in 2020. The man—Nathan Apodaca—inspired thousands of similar copycat videos, including Stevie Nicks and Mick Fleetwood themselves.   

As a direct result, Ocean Spray’s sales skyrocketed, alongside streams and purchases of the song “Dreams.” Appreciative of the free marketing and wholesome publicity, Ocean Spray gifted Nathan a cranberry red-colored truck packed full of cranberry juice bottles. By doing so, Ocean Spray gave a masterclass on the power of reactive marketing and how to successfully surf a viral trend—without taking away its momentum.   

In a world where attention spans are short, and the next viral phenomenon is one scroll away, brands that master the art of reactive marketing will not only stay relevant but also triumph in creating memorable and meaningful interactions with their audience. 

Viral Moments and Reactive Marketing

The digital marketing landscape has grown significantly, with platforms like TikTok, Instagram, X and YouTube offering brands new opportunities to create content that directly engages and connects with their audiences. As technology has become more accessible, “going viral” has emerged as a powerful marketing strategy that brands can use to stay relevant and connect with their audience. 

Reactive marketing, by definition, is a strategy where brands place their product or service in channels where people are already actively looking. In the context of this blog, it’s improvising your marketing campaign to respond to real-time trends, events, topics, news, etc. in order to stay relevant and top-of-mind for your audiences. It’s also an effective strategy to increase brand awareness and good will towards your brand, as Ocean Spray demonstrated in the example above. How can your brand do something similar without seeming inauthentic?

5 Tips for Reactive Marketing

Let’s explore strategies to be “in” on the joke or trend du jour that’s at the top of everyone’s minds and adapt it in a way that resonates with your audience.

1. Monitor Trends

Stay informed and on top of what’s trending. Be vigilant about monitoring social media platforms, news outlets and pop culture trends. Tools like social listening platforms (e.g., Hootsuite, Sprout Social) can help track mentions and conversations around your products, services or overall industry. By being aware of what’s trending, you can quickly identify opportunities to join the conversation. 

Consider Duolingo’s unorthodox strategy:

Duolingo’s marketing tactics are often described as “unhinged.” Duolingo is quick to jump on trending topics and memes, often incorporating them into their (sometimes absurd and over-the-top) content in a way that’s both humorous and relevant to their language-learning app. 

2. Embrace Agility and Flexibility

In the world of reactive marketing—and marketing in general—timing is everything. Brands must be agile, adaptable and ready to change their marketing strategies at a moment’s notice. Ideally, this means having a marketing agency or team that’s empowered to respond quickly with a streamlined approval process. The faster you can react to a viral moment, the more authentic and relevant your engagement will feel. 

In 2019, Peloton released a commercial featuring a husband gifting his wife a stationary bike for Christmas. It went viral because it was widely criticized for its perceived sexist and classist undertones. The actress from the ad, dubbed the “Peloton Wife,” was mocked across social media.

Not one to miss a moment, Ryan Reynolds’ digital marketing agency cast the same actress, Monica Ruiz, in a commercial for Reynolds’ (now sold) brand, Aviation Gin. The ad playfully suggests that “Peloton Wife” is enjoying a night out with friends, toasting to new beginnings with gin. The campaign was well-received and praised for its humor and quick response to a trending topic. This marketing move not only capitalized on the existing buzz but also demonstrated the power of reactive marketing:

3. Always Lead with Sensitivity and Awareness (or else)

Be wary, though: While speed is crucial, it’s equally important to act with sensitivity and awareness. Be mindful of the context surrounding a viral moment and avoid controversial or potentially offensive content. A well-intentioned response can backfire if it comes across as insensitive or tone-deaf. Always consider the broader implications and potential impact on different audiences. 

Exhibit A: Kendall Jenner saves America’s thorniest issues with a Pepsi

Often cited as a poor example of reactive marketing, the ad attempted to capitalize on social justice movements by depicting Kendall Jenner joining a protest and then seemingly resolving tensions with police by offering a Pepsi. Pepsi and Jenner were widely criticized for trivializing serious social justice issues and co-opting the imagery of real-life protests for commercial gain. The ad was seen as tone-deaf, lacking genuine understanding or empathy for the causes it referenced, and was quickly pulled after facing significant backlash. The controversy highlights the dangers of using sensitive social issues as marketing tools without a deep understanding—and respectful engagement—with the context.

4. Stay On-Brand and Be Authentic

While you may want to jump on every viral trend, it’s crucial to ensure that the response aligns with your brand’s voice and core values. Authenticity should be the number one priority if you’re trying to maintain credibility with consumers. Don’t force a connection if it isn’t there; people can sense inauthenticity from a mile away. The goal is to enhance your brand’s identity, not dilute it.

Stanley, known for its durable drinkware, went viral after an incident involving a woman whose car caught fire. Unbelievably, her Stanley cup survived the blaze, with the ice still inside, remaining mostly intact:

@stanleybrand

#stitch with @Danielle Stanley has your back ❤️

♬ original sound – Stanley Brand

Touched by her story, Stanley gifted her a new car and a new supply of their branded drinkware. This act of generosity, combined with the unexpected durability test of their product, captured widespread attention on social media. The event showcased the product’s toughness and resilience as well as Stanley’s commitment to its customers, resulting in positive publicity and a significant boost in brand image.

5. Use Humor and Creativity

Humor and creativity are often at the heart of viral moments. Brands that can craft clever and/or humorous responses are more likely to resonate with audiences. For instance, when the “Grimace shake” trend took off, McDonald’s leaned into the absurdity by creating lighthearted content that played along with the joke. The content entertained their audience and showed that the brand has a sense of humor, appealing to a younger generation of consumers.

Initially, McDonald’s launched the Grimace Shake to celebrate the birthday of one of the brand’s characters, Grimace. The trend took off unexpectedly on social media, especially TikTok, where users created humorous and absurd videos depicting fictional, often spooky scenarios after consuming the shake. McDonald’s allowed the trend to evolve organically without interfering and engaged with it subtly by posting on their X:

McDonald’s successfully capitalized on the unexpected user-generated content, boosting brand visibility and connecting with younger audiences in an authentic and humorous way. 

McDonald’s Senior Marketing Director Guillaume Huin said: “Saying nothing felt disconnected, encouraging it felt self-serving, so we just decided to show our fans that we see them and their creativity in a sweet, candid and genuine way […] The same way you would respectfully and gently nod at someone, without repeating what they said to show you agree with them and stealing their thunder.”

5. Leverage User-Generated Content

Viral moments often involve user-generated content (UGC), where people create and share their own interpretations or experiences. TikTok especially has made UGC more popular by providing users with accessible tools to be creative with their content. Brands can amplify these moments of engagement by sharing or highlighting UGC, giving a platform to fans and creating a sense of community. Encouraging UGC also fosters a more interactive and engaging experience for consumers. 

In our first example with Ocean Spray, the company encouraged other users to participate in the trend by sharing and promoting user-generated content that featured their product in a similar format to the original video. Even celebrities were in on the trend! This strategy helped keep the momentum going and showcased the brand’s relevance and responsiveness:

The Power of Reactive Marketing

Reactive marketing is not just about being quick to jump on the bandwagon; it’s about seizing the moment with authenticity, sensitivity and creativity. The power of a viral moment lies in its ability to connect with audiences on a personal level. By embracing these moments, brands can enhance visibility and develop genuine connections with consumers.

Curious about what brands the TriMark team thinks knocked it out of the park with their campaigns? Read our blog on our favorite ads.