Lots of brands try to newsjack. Rarely do they do it well.
Most often, brands tweet to offer congratulations or join in a relevant holiday or sporting event, with no call to action.
Alex and Alexa, the children’s life and style pure play known as the ‘the NET-A-PORTER for under 14s’, is great at newsjacking. Not just for immediate impact, but to help editorial drive social and search presence.
Here are some examples, including the retailer’s recent Prince George inspired range.