Newsjacking
We track the news and cultural zeitgeist, ensuring your brand stays visible and timely in key conversations.
Bubble - World Cup
Journalists writing about sex and relationships need a trusted voice they can call on fast, and Lovehoney wanted to be that voice. We built an always-on commentary engine around its experts, led by sex and relationships expert Annabelle Knight, watching the news agenda daily and turning reality TV moments, celebrity headlines and journalist requests into quotable, on-brand insight within hours.
From Kim Kardashian's thongs to the Beckham family feud, Annabelle and the wider Lovehoney expert team became go-to voices for Metro, The Sun, Cosmopolitan, Glamour and HuffPost. Commentary also kept hero campaigns in the news long after launch. Monthly reach for commentary often topped 255m.
Lovehoney - Expert commentary
This summer, we teamed up with Lovehoney to grab attention at Wimbledon, urging tennis fans to "make a racket" and get more vocal in the bedroom. Grunting on the court sparked an online conversation, with experts suggesting it boosts players’ confidence, rhythm, and power.
In response, we unveiled a cheeky billboard in Wimbledon encouraging fans to bring that energy home, with playful messaging to "make a racket" off the court too. Lovehoney's experts also weighed in, sharing how adding a little noise can enhance connection and confidence beyond the tennis court.
CheqUp - Price Increase
When Mounjaro’s UK price rose by 170%, CheqUp needed to move quickly from commentary to authority in a fast-moving, commercially important GLP-1 conversation. We developed a rapid-response media strategy combining consumer research, expert commentary and proprietary data, using the price rise to position CheqUp as a trusted voice on access, affordability and the future of weight-loss treatment.
Over two weeks, we shaped the media narrative with timely insights, guided commentary and inbound responses across broadcast, print and online media. The approach helped CheqUp dominate a live news moment, generating 317 pieces of coverage, including 60 national pieces, achieving 80.7% share of voice versus 4% the previous month, driving 800k web sessions and ultimately a huge uplift in new customers onboarded.
Deafkidz - You're On Mute
For years, DeafKidz International has worked under the radar, supporting children facing numerous challenges without receiving the recognition they deserve. The pandemic brought the frustrations of video calls to the forefront - issues like poor connections and the notorious “you’re on mute” moments - reflecting the daily struggles faced by deaf children in impoverished countries.
To capitalise on this topical theme during Deaf Awareness Week, we launched a campaign centred around the phrase “You’re on Mute.” Every mention triggered a donation, supported by a plug-in we created, effectively raising awareness and funds for this vital cause.
Post Office - Cash Is King
We seized the launch of the new banknotes featuring the King as a prime newsjacking opportunity for the Post Office. Recognising the day as ideal for a positive story on cash, we showcased the Post Office's role in helping people access physical currency.
We refined the concept to a straightforward, effective strategy: inviting media to the Post Office closest to Buckingham Palace to interview customers withdrawing the new notes for the first time. A Postmaster provided comments, adding insight on the significance of cash access. This proactive approach successfully gained substantial media coverage, highlighting the Post Office’s role in this historic moment.
Why it’s important
Newsjacking is a powerful strategy for capitalizing on current events to drive visibility and relevance for your brand. By aligning your messages with trending stories or breaking news, you can increase engagement, expand your reach, and demonstrate your brand's agility. It allows you to insert your brand into the cultural conversation in a way that feels timely, relevant, and often unexpected, making your brand more memorable and shareable.
Our process
At Boldspace, our approach to newsjacking is both strategic and responsive. We closely monitor news cycles and trending topics to identify opportunities where your brand can add value or provide a fresh perspective. Our team quickly drafts relevant, compelling content that connects your brand with the news in an authentic way. We then leverage our media relationships to amplify the message, ensuring your brand is part of the conversation at the right moment.
Why we're different
Boldspace stands out by combining real-time insights with creative agility. Rather than merely reacting to the news, we anticipate how current events align with your brand’s voice, positioning you as a thought leader and relevant player. Our proactive approach means we're always prepared to respond to opportunities as they arise, ensuring your brand doesn’t just react to news but drives the narrative forward.
Benefits
By using newsjacking effectively, your brand can gain rapid exposure, build credibility, and generate buzz. This strategy helps you stay ahead of competitors, aligning your brand with what’s happening now, while making your messaging feel timely and authentic. It also positions your brand as both knowledgeable and engaged, helping you connect with your audience on a deeper level.