Not long ago, marketing was a one-sided conversation: Brands would broadcast their message and set the trends, persuading audiences through TV, radio, print media, billboards.
Social media upended the game, the rules, the size of the field—everything. Today, marketing is an endless, multidirectional conversation among brands, consumers, and influencers, with the latter two in charge of shaping culture.
In an increasingly saturated space, the most effective marketers do two things:
- They listen constantly to detect the trends captivating their audience.
- They don't simply jump on trends for the sake of it; they do it with intention, in a way that amplifies their brands' story, product, or values.
These days, it's not the medium but the cultural moment that's the message. Here are five brands that consistently harness the power of social and cultural moments to build relevance and resonance with their audiences.
1. UPS delivers with trending audio
In Q4 of 2023, Sprout asked over 1,600 consumers whom they wanted to see reflected more in brands' social content. Their top answer: frontline employees—not executive leadership, corporate employees, customers, or even social teams.
UPS runs a masterclass in showcasing its people—from the drivers to the distribution center staff—with a timely twist. On TikTok, the brand has perfected the art of using trending audio to reach its audience of over 208,000 followers (and counting).
For example, this nine-second clip set to "I'm looking for a man in finance," featuring a delivery driver, garnered over 32,000 views and more than 2,000 comments. Less than a week later, an equally brief clip set to the viral #FourSeasonsBaby sound racked up more than 27,000 views.
Plenty of companies force their way into social trends only to fall flat with their audience. UPS stands out by marrying timely moments with behind-the-box footage that humanizes the brand and charms viewers.
2. Dove authentically enters the AI conversation
Some 20 years ago, Dove unveiled its Real Beauty campaign. Today, the brand is doubling down on its timeless mission to #KeepBeautyReal by taking a stand on a very modern topic: generative AI.
A video posted in April depicts how easily generative AI tools can produce stereotypical images of a "beautiful woman" rather than accounting for the variety of ages, backgrounds, and races that define real beauty. It ends with a pledge from Dove never to use AI to create or distort people in the content it produces. And beyond social, Dove published a Real Beauty prompt playbook, filled with tips for using different AI tools to develop more inclusive visuals.
Since posting, the campaign videos have generated more than 3 million views across Instagram, TikTok, and YouTube, not to mention media coverage in media outlets, including TODAY and Fox Business.
That campaign drove brand awareness and reach among a new generation while embodying the timely fears many people have about AI content.
3. Ruggable rolls out the Regency-core carpet
England of the 1800s, sibling dynamics, romance... probably not what comes to mind when you're decorating a new space. That is all changing thanks to the show Bridgerton. The first two seasons both sit on Netflix's list of most watched titles of all time (and have generated endless buzz on social).
Ruggable tuned in and took notice, launching a collection of Bridgerton-inspired rugs in February 2024, a few months ahead of the third-season's launch. On the May premiere date, the brand posted a TikTok video showing a woman transforming her home for the season debut (featuring some of the brand's Bridgerton designs).
To date, the clip has 7.6 million views and a 155% engagement rate, and it has driven over $1 million in earned media value for the brand, according to data from Tagger, Sprout Social's influencer marketing platform.
4. Walmart invests in #PrideAlways
Consumers have little tolerance for performative brand activism anymore. When brands do choose to take a stand or speak out on current events, it has to be intentional and completely aligned with their business practices.
In June 2024, many brands dialed back their Pride Month activations after customer blowback last year—but not Walmart.
The retailer, which has a long history of championing workplace inclusivity through its Pride associate resource group, did much more than swap out its profile pictures. Instead, Walmart launched its #PrideAlways campaign, which included a new line of clothing, accessories, and other products crafted by LGBTQIA+ founders and designers.
On Instagram, Walmart posted a series of videos showcasing the people behind the products—reinforcing the message that Pride is not bound to a specific calendar month or slogan.
5. Reformation empowers voters in an election year
Fashion brand Reformation took the Internet by storm in February when it partnered with Monica Lewinsky and Vote.org for its You've Got the Power campaign. The promotion—perfectly timed to tap into election year conversions—is meant to encourage voter awareness while launching a new line of elevated workwear.
Campaign reactions were overwhelmingly positive, with influencers and culture commentators weighing in on its significance. As one TikTok creator said, "This is the most culturally relevant thing Reformation has ever done. Any brand that exists right now must create an emotional reason for being.... [Lewinsky] is the perfect vessel for a message about workplace power dynamics."
The inaugural campaign post received more than 43,000 likes on Instagram and 36,000 views on TikTok. The ingenuity of Reformation's partnership with Lewinsky is how well it speaks to the specific issues its audience cares about.
In an era where many brands are shying away from the political limelight, brands can still use influencer marketing to make their values known.
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Thanks to the speed and immediacy of social media, trends can emerge and fade in a matter of hours.
The brands highlighted above do more than leave placeholders in their content calendar for trendjacking. They use social data to find the elusive sweet spot that unites their brand, their audience, and the zeitgeist.
Name a better way to build and sustain brand relevance.
More Resources on Brands and Social Media
On Social Media, a Little Brand Personality Goes a Long Way
What Neuroscience Tells Us About Social Media Marketing
How Gen Z's Social Media Habits and Use Are Changing [Infographic]
Is B2B TikTok Right for Your Business? Three Questions to Ask
