Hi-jacking & Method Planning

HI-JACKING & METHOD PLANNING WAYS TO EXPLOIT TRENDS

WE DON’T LIVE WITH TECHNOLOGY, WE live IN IT.

“Digital” once meant a banner ad or a web site. Not anymore. Digital is a world in which we connect, socialize and learn differently. Where we travel differently. Where we look for a job—and even that special someone—differently. Digital is not an outlier sitting on the periphery of technology: it’s at the very heart of it.

DIGITAL IS NO LONGER JUST A WORD. IT’S A WORLD.

BUT TRENDS, DON’T BEHAVE LIKE WE DO…

PERSUASIVE

CREATIVE

DIRECT

BELIEVER

RELENTLESS

COLLABORATIVE

DOER

CURIOUS

SMART

CREATIVE

DIRECT

BELIEVER

RELENTLESS

COLL

ABOR

ATIVE

DOER

CURIOUS

SMART

PERSUASIVE

CREATIVE

DIRECT

BELIEVER

RELENTLESS

COLLABORATIVE

DOER

CURIOUS

SMART

INSTEAD THEY’RE LIKE VIRUSES, VERY RARELY CONTROLLED

SO… if you can’t CONTROL A TREND WHY NOT make it useful?

1. SPOT A SOCIAL TREND

Pre-empting big events or reacting to topical news. Do something unique before everyone else

Immerse yourself in cultural communities in order to uncover insights that lead to new trends

2. BE PART OF THE TREND

2 WAYS TO MAKE TRENDS WORK FOR YOU

1. SPOT A SOCIAL TREND

Think like a hijacker…

THINK LIKE A HIJACKER…

HUNT DOWN TOPICALTRENDS

THEN REACT… fast

OUTSIDE THE BOX CREATIVITY

ACT CONFIDENTLY, in real-time

ASK FOR FORGIVENESS not for permission

LIKE THESE:

UNILEVER - MAGNUM ICECREAM | Hi-jacking #royalwedding

•  Part of US launch was a Twitter marketing campaign using the newly released “Promoted Trend ad” & the @MagnumIceCream handle

•  Wanted to tie the brand with fashion, technology and pop culture

•  89 million impressions on April 29

•  83,000 clicks on the links it posted

•  More than 1,000 retweets

•  270 replies, mentions or direct messages.

TUI BEER | YEAH RIGHT CAMPAIGN – Hi-jacking anything that’s topical

2. BE PART OF THE TREND “METHOD PLAN”™

Credit: INFLUENCERSFILM.COM

WHO ARE THEY?

ACTIVISTS Get involved, with their communities, political movements, charities and so on

CONNECTED Have large social networks

IMPACT Are looked up to and are trusted by others

ACTIVE MINDS Have multiple and diverse interests

TRENDSETTERS Tend to be early adopters (or leavers) in markets

ONCE YOU’VE DONE YOUR RESEARCH…

YOU’RE NOW READY TO METHOD PLAN BEHAVE AS IF you’re meant TO BE THERE

LIKE THESE:

SNEAKERPEDIA | MEET KEY SNEAKERHEAD INFLUENCERS

SNEAKERPEDIA | LOOK FOR INSPIRATION FROM THE TRENDSETTERS

SNEAKERPEDIA | EVERY LITTLE DETAIL MATTERS

SNEAKERPEDIA | EMBRACE CULTURE TO UNCOVER INSIGHTS

SNEAKERPEDIA | LOOK FOR INSPIRATION AND TWEAK

VITAMINWATER | UNCAPPED – DISCOVER WHAT’S NEXT

VITAMINWATER | PARTNER UP WITH THOSE IN THE KNOW

IN SUMMARY…

1. SPOT A SOCIAL TREND

Think like a hijacker

2. BE PART OF THE TREND

Method Plan

@katelt