This tactic is known as newsjacking, which is when brands develop communication strategies around a trend.
2 min read
Every day at 7 pm, Dr. Hugo López-Gatell , the official in charge of the containment work for the health contingency in Mexico , gives an open summary of the situation in the country. These conferences have increased their popularity and even raised it to the level of meme among Internet users.
To show last April 5 López-Gatell gave the afternoon conference, but what caught the attention was the red polo shirt of the Lacoste brand he was wearing. The garment, which is identifiable by the iconic logo, generated strong reactions on social networks as users showed their purchase intentions.
Lacoste Mexico did not miss the trend and an unverified Twitter account announced that the red L.12.12 garment can be found in its online store.
This tactic is known as newsjacking , which is when brands develop communication strategies around an informational trend to take advantage of the user's interest.
Finding out what matters most to people is key to this technique. Newsjacking is opportunistic, but it shouldn't seem like it. The trick is to make the audience feel heard by you, but not exploited. There are no hard and fast rules. Brands must search for the news that interests their audience, have a point of view to excite their consumers.
In this sense, Lacoste México did well because, without mentioning the political context, it knew how to take advantage of the trend.
Would you buy a red polo shirt for the trend that López-Gatell inadvertently imposed?