Harborline
A consumer brand turned a single viral moment into 2.1M impressions and a branded-search spike by reacting in hours, not days.
The challenge
Harborline, a direct-to-consumer brand, had watched competitors go viral off cultural moments while their own reactions always landed a day late — after the trend had peaked. They needed to compress their react-and-ship cycle from days to hours.
The approach
Using Trendedly, Harborline's team caught a surging cultural moment the morning it broke. The platform scored it as a high-relevance opportunity, drafted on-brand social copy and visuals, and queued a journalist pitch. This is the difference between newsjacking vs trendjacking executed well. Within four hours, the post was live everywhere and the pitch was out.
The results
The reaction earned 2.1 million impressions in 24 hours, 9x their average engagement, and a 38% lift in branded search over the following week — from a single, well-timed newsjack.
By 1pm we had an on-brand post live across every channel and a pitch out to three reporters. By the next morning we'd done 2.1 million impressions.— Priya Nair, Head of Brand, Harborline
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